Role

Illustrations play a crucial role in defining the visual language of a brand. They help convey complex ideas in a simple, easy-to-understand manner and are essential for maintaining brand consistency. This section of the brand guidelines outlines the guidelines for creating and using illustrations that are consistent with our brand identity.

Style

All illustrations should adhere to a consistent style that reflects our brand's personality and values. Our brand is known for its modern and clean design, and illustrations should reflect this aesthetic. Examples of our preferred illustration styles can be found in the brand guidelines.

Composition

Illustrations should be composed in a way that reflects our brand's aesthetic. They should be simple, clear, and easy to understand. The focus of the illustration should be on the subject matter, not on the illustration itself.

Image sourcing

All images used in our brand illustrations should be sourced legally and ethically. We prefer to use custom illustrations created in-house or stock illustrations from reputable sources such as Shutterstock or Adobe Stock.

Color palette

All illustrations should use the colors specified in the brand guidelines. This ensures that all illustrations are consistent with our brand's visual identity. Color palettes may vary depending on the context and purpose of the illustration.

Type of illustration

At BrandBook we use multiple type of illustrations, below we explore each illustration type and when and where to use it.

Hero

The purpose of hero illustrations is to convey intricate and elaborate stories. As a result, they can be more imaginative and metaphorical in essence. The objective is to create a feeling of camaraderie, exploration, success, and positivity for the viewers. Generally, a significant, colossal object should be the focal point and be accompanied by a team collaborating to construct, repair, or assemble. Hero illustrations typically feature more than three individuals, and their intricacy should be adjusted based on the intended size.

Spot hero

Spot heroes are a condensed and simplified version of the hero illustrations, both visually and metaphorically. They are ideal when you need to make a big impact with limited space. Typically, they convey a literal representation of a single concept, while still incorporating a small team working on or around a larger-than-life subject. Despite their simplified nature, they are still effective in conveying the key message to the audience.

Spot

Spot illustrations are the most straightforward and direct way to convey a concept. These illustrations are typically utilized in product interfaces as an empty state, or as a part of a composition with other spot illustrations. Due to their small size, spot illustrations are kept simple with no more than one or two elements. In most cases, these illustrations do not feature any people but may include some atmospheric background elements to enhance their meaning and visual appeal.

Do's

1. Keep it simple: Our brand aesthetic favors simplicity and clarity, so illustrations should reflect this by avoiding unnecessary complexity.

2. Stay on brand: Illustrations should align with our brand's values and personality, representing our products and services in a way that is authentic and engaging.

3. Use our color palette: Illustrations should use colors from our primary and secondary color palettes to maintain consistency and brand recognition.

Don'ts

1. Use outdated or irrelevant imagery: Illustrations should be modern and relevant to our brand's products and services.

2. Use too much detail: As mentioned before, simplicity is key to our brand aesthetic, so illustrations with too much detail may not align with our values.

3. Use conflicting colors: Colors outside of our primary and secondary color palettes can be jarring and diminish brand recognition.