Illustration
Illustration in branding is the use of custom drawn imagery, from icons to characters, to tell a brand's story.
What is illustration in branding?
Illustration refers to the drawn, painted or digitally crafted imagery a brand uses to express its personality, from simple icons and graphics to entire characters and worlds.
Where photography documents the world as it is, illustration can invent one. That freedom makes it a powerful way to explain complex ideas and create distinctive brand assets that no competitor can borrow.
It sits within a brand's wider imagery, but an ownable illustration style often becomes one of the most recognisable parts of a brand identity. This starts with a strong creative strategy, which gives it as much purpose as visual impact.
What are the most common illustration styles?
Flat and geometric
Clean shapes, solid colour and minimal detail. It scales cleanly across screens and sizes, which makes it a favourite for digital and tech brands.
Minimal line drawings
Simple, confident lines with little or no fill or shading. It feels light, modern and editorial, keeping messages uncluttered while still carrying a distinct hand.
Characters and mascots
An original character that personifies a brand's character in the most distinctive way possible. The best are built for repeated application, designed to carry a brand's attitude into any format.
3D and isometric
Illustration with depth, built from rendered 3D objects or angled isometric views. It adds dimension and polish, and works well for explaining products and systems.
Hand-drawn and textured
Visible lines, grains and imperfections give a human, crafted feel. It's warm and approachable, but needs clear rules to stay consistent when many hands are drawing.
Collage and mixed media
Photography, texture, type and drawn elements layered together into something new. It feels expressive and handmade, and gives a brand room to be playful and unexpected.
How illustration works in practice: Jupi
Built into your company, Jupi's AI-powered OS learns from your actions, habits and culture to align every quandary you face to your overarching strategy.
It sounds complicated, but in reality it couldn't be more simple. Surreally simple, in fact. This core idea powered a surrealist-inspired brand identity that's as effective as the decisions Jupi makes, with a Magritte-esque illustration style at the heart of it all.
Jupi
From the serene to the strange, each metaphorical creation reflects the decision-making challenges Jupi tackles every day with playfulness and depth.
Whether it's walking the tightrope of complexity, gaining greater control or simply watching the stars align, the full set communicates themes of harmony, collaboration and trust in its own surreal way. Guidelines codify the style so the illustrated world stays consistent at scale, while motion that melts like Dalí's clocks carries the same world into movement.
Outcome: 275x more site visits after launch.
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