Illustration: Building your brand’s visual identity

With consumers able to process visual content 60,000x faster than text, digital illustration and animation offer a powerful way to communicate. 

Whether used for logos, infographics or wider marketing collateral, businesses are turning to brand illustration to enrich their visual identity and help them stand out. In the wake of Covid-19, engaging with consumers whilst showing creativity and humanity is proving more important than ever.

Businesses can visualise concepts and products with ownable and recognisable illustration which, in turn, can evoke emotions and encourage action. Consumers are more likely to respond better to marketing campaigns and collateral if a brand uses consistent illustrations that connect and offer insight into an organisation’s brand values.

Companies are increasingly investing substantial time and resources into extensive brand illustration systems. These are a collection of images that introduce a narrative to visual content and play a central part in building brand identity. Equally at home with B2C and B2B brands, illustration is particularly effective in communicating complex or intangible messages. What’s more, illustration systems are especially well suited to digital design and UI.

So, what are some of the key points to consider when designing an effective brand illustration system?

  • Who are you trying to reach?
  • What are the types of illustrations needed and how will they be used?
  • Does the style and colour palette fit with your branding?
  • Are the illustrations for a website, app or print and packaging?
  • Will your chosen style deliver brand continuity and a cohesive image across all channels?
  • Will the style still be relevant in five years’ time, as your brand evolves?

At Designhouse, we have introduced illustration in a number of recent projects. We created a game-inspired digital training platform for Vodafone with over 50 animated 3D characters designed to enhance the user experience. Our award-winning packaging design for Wheatley Ranch chocolate employs nostalgic graphic illustrations of the Colorado landscape. Another recent project for our client – Accuity – used animated video to simplify more complex messages surrounding data-enabled payments, making the product easier to understand and more memorable. And for Amadeus IT, we developed an ownable illustration system to achieve standout in a sector dominated by cliched photographic imagery.

If you want to promote your products and brands using a rich, visual medium that cuts through the digital ‘noise’ and helps to differentiate your content we would love to hear from you.

Contact us: dh@designhouse.co.uk

Learn more about our services here: https://designhouse.co.uk/services

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