Foundations and philosophy
Illustration has been chosen as the main corporative graphic resource.We have created this graphic style guide on illustration to aid the need of the brand. For this, we have established a series of objectives that are essential in all of the style's details.
We have chosen illustration because it is a kind of vehicle we can use to connect users on a more personal level. Also, thanks to this, we have been able to make our products more accessible or comfortable to use in the needed places. It's not about ornamenting our product; the illustrations are only to be used in concrete spaces. These may be places in which the message is more complex, or is not entirely clear, or where in spaces that require more interactivity from the user. Using our illustrations, we can support our texts in a way that makes our message much more potent and effective.
We believe that this tailored style may contain certain implicit messages or values that help identify our brand. Our characters are as far as they can be from stereotypes as we can get them, taking them away from body types, facial features, as well as ethnic or cultural features. We reinforce this message with a color palette for the skin colors of our characters.
Concepts and spirit
Most of the places where we are going to be placing an illustration are going to be in empty spaces or where we might feel that there is a negative news for the user. The most simple way of doing this is to use topical events where the character is sad or, maybe, confused. Our objective is to turn around the concepts and show positive scenes with an alternative spin to the situation.
Typology and uses
Depending on the placement and the use for which the illustration is used for, we have defined different levels of finish and detail. Mainly speaking, there are two types: we have illustrations that are more complex, used for blank spaces or for the presentation of more important concepts, and then the more simple ones that could be used to give more meaning to a list of concepts or options in which the user would be able to see the differences in a more intuitive way, thanks to the combination of text and image.