Illustration & Branding

When you think about brand identity systems the main components that come to mind would normally include the logo, a colour palette and type styles. They’ll probably touch on photography as well, but illustration, traditionally, would have little consideration in this list. It might be used by brands, but only as a creative execution in marketing campaigns rather than a bolted on visual element of the brand.

However, this seems to have changed in the last few years, with more and more brands adopting illustration as one of the key elements in their design systems. A positive shift in my opinion.

Having worked extensively in editorial design, where illustration is much more commonplace and accepted, I’ve always loved the way that it can communicate on so many different levels, simplifying complex ideas, evoking emotions, adding humour and playfulness and connecting with audiences in a way that photography and type can’t always do.

Illustrations have the power to tell stories and project distinct personality and character, ensuring customers connect with the brand and its narrative, which in turn helps to build loyalty and trust. So it makes complete sense that brands are starting to realise the value of including illustration in their visual identity systems, and placing as much importance on them as the colours they pick or the typeface they use.

Illustration has proven to be particularly useful within the tech sector, where businesses are often selling services that don’t necessarily lend themselves to a photographic approach, but still want to make their brands appear human and add a touch of personality. It’s also becoming a key visual component for businesses in the incredibly competitive FMCG environment, where it helps brands and products to stand out on the supermarket shelves.

Illustration has even managed to infiltrate and elevate the world of insurance brands, with a couple of recent high profile identities that include illustration at the very heart of their design systems.

Long may it last.