Illustrations can generally be divided into three categories: pictograms, spot illustrations, and large-scale brand or editorial illustrations. And no matter the type, they need to deliver on multiple fronts: they must meet the brand’s needs, convey right messages and top of that, more than any other aspect of a brand’s identity, they’re expected to bring joy.
Why brand illustrations are tricky
Here are a few factors that present challenges to the process:
Everyone has an opinion. Illustrations are something everyone is eager to comment on and often feels passionately about. Why? Because since our childhood, we've been exposed to different kinds of illustrations through storybooks and comics. While photography is a relatively modern medium, illustrations have been around since the days of cave paintings. They almost instinctively stir emotions within us, for better or worse. Much like our tastes in music, food, or cars, we know what we like when it comes to illustrations.
Efficiency is key. Illustrations are expected to be professional and eye-catching, yet also easy to replicate by non-professionals. This expectation has driven a global trend towards more simplified styles, like the minimalist flat designs. Widely adopted styles can make it difficult for brands to stand out when overused.
The artistic dream vs. the reality. Illustrations often evoke dreams of bold artistic expression, offering a chance to inject emotional depth into a brand's otherwise functional identity. However, the need for clear communication usually trims away the most experimental styles. Yet, an illustration style should embody a distinct point of view, focusing on ideas that add something intriguing.
AI to the rescue? Unfortunately, not yet. We dream of AI swooping in to solve some of the challenges in illustration work by speeding up the process and making it easier. But as of now, maintaining consistency in style and converting AI-generated art into scalable vector formats remain obstacles. AI tools might become more helpful in the future, but for now, we are waiting for the tech to catch up with human imagination and design needs.