The Power of Illustration in Brand Story and Identity

The Power of Illustration in Brand Story and Identity

Here at Noun Project and Lingo HQ, we believe that illustration is magic. With illustrated elements, disparate pieces of a brand’s identity can coalesce around a shared perspective and identity. Illustrations have a knack for simplifying complex concepts and imbuing abstract concepts with approachability. They relay personality on an intuitive level, and help brands tell their unique stories in a cohesive, recognizable, and enduring manner.

Below, we take a look at a few companies leveraging illustration powerfully in order to relay their brand identities.

Intercom

“A fundamentally new way to communicate with your customers.”

 
 


As a company concerned with communication and reinventing a business necessity, Intercom develops a business identity that is colorful, modern, and a touch unexpected.

Takeaways: Unique, friendly, expressive


Oscar Health

“A new kind of health insurance company that is using design to make insurance simple, intuitive, and human.”

 
 
 
 

Health insurance is hardly a nexus of inspiration. Oscar Health establishes a visual identity that is calm, unintimidating, and highly legible. It feels like a very welcome change to the industry.

Takeaways: Crisp, modern, accessible


Mailchimp

“Send better email, sell more stuff.”

 
 
 
 

Marketing newsletters can—should–be fun, at least according to Mailchimp. The service uses its friendly mascot, the titular Chimp himself, to imbue the world of inboxes and subject lines with a dash of irreverence.

Takeaways: Hip, vibrant, fun


Headspace

“Headspace is meditation made simple. Learn online, when you want, wherever you are, in just 10 minutes a day.”

 
 

Meditation can seem like a lofty undertaking. Headspace, the popular app that aims to demystify the ancient practice and bring its benefits to any and everyone, adopts a visual language completely devoid of the usual Om-inflected tropes of meditation practice.

Takeaways: Unthreatening, inviting, light-hearted


Digital Ocean

“Built for developers, DigitalOcean is the world's simplest cloud platform.”

 
 

Digital Ocean’s illustrations feel like stills from an animated movie, which makes sense considering it’s a product designed for tech-savvy developers. The oceanic characters simply make sense.

Takeaways: Artful, inspiring, innovative


Shopify

“Shopify is everything you need to sell online, in-store, and anywhere in between.”

 
 
 
 

 

Shopify is the go-to retail service for small businesses. Their visual language evokes not only innovation and functionality, but also a simplicity and breeziness that would certainly appeal to any budding entrepreneur.

Takeaways: Functional, friendly, simple

 

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