Brand illustrations: How you can use illustrations for your brand and build your brand identity

Interacting with a brand can sometimes feel like trying to make friends with a shadow—distant and a little formal.

And that’s even more accurate for faceless brands.

Brands feel distant and formal by default.

After all, nobody wants to interact with a business.

Nobody really wants to chat with a business logo.

We want to connect with real people, right?

People with personalities, quirks, and stories to share.

That’s where brand illustrations come in handy.

They’re like the friendly faces behind the scenes, giving your brand a human touch.

Take our friend Buckley at Deer Designer, for example.

He’s our mascot, and he adds that cute, approachable vibe to everything we do. Remember him?

Having characters like Buckley, our founder Thiago, and our graphics team makes our brand feel like a little community, not just another faceless company.

You’ve probably noticed how these illustrations make us more memorable.

I mean, come on, how many design agencies have a deer as their mascot, right?

But it’s not just about being cute. Illustrations help your brand stand out.

They inject personality into your website design, marketing campaigns, and even your packaging.

And guess what? People love that.

It’s like adding flavor to plain old water—suddenly, it’s way more interesting.

Want to learn how you can use illustrations to build your brand identity too?

In this guide, I’ll show you how illustrations can tell your brand’s story, make you stand out from the crowd, and connect with your audience in a meaningful way.

Differentiating brands through illustration

When you’re competing with so many brands online, it can be difficult to stand out from your competitors and capture the attention of your target audience.

Illustrations create a unique opportunity for brands to express their personalities and differentiate themselves from the competition.

When you develop a distinct illustrative style that reflects your brand values and messaging, you end up creating a memorable visual identity that resonates with your target audience.

How Mailchimp incorporates its illustration style throughout its branding

One case study of successful branding that incorporates illustration is Mailchimp.

Known for its playful and whimsical sketch-style illustrations, Mailchimp uses illustrations across its website, marketing materials, and product interface to communicate its brand personality and values.

From its iconic Freddie the Mailchimp mascot to its vibrant and engaging illustrations, Mailchimp has created a cohesive and memorable brand identity that resonates with its audience.

Whether you are browsing through their articles and resources or on an error page, you are shown the Mailchimp illustrations to accompany you through their site.

Evoking emotions through visual storytelling

People won’t be interested in the story of a faceless brand, especially online.

There are so many things more interesting than a brand trying to sell something.

What attracts people is a story or an advocacy created by real people.

Illustrations have the power to evoke emotions and create memorable experiences for audiences.

Whether it’s through whimsical characters, vibrant colors, or captivating narratives, illustrations have the ability to bring joy, excitement, nostalgia, or empathy.

By using emotionally relatable illustrations in your branding efforts, you can create deeper connections with your audience and leave a lasting impression.

Google’s storytelling through informative doodles

Google’s doodles are a prime example of how illustrations can be used to reinforce stories and engage audiences in a creative and playful way.

They regularly update their usually plain logo and search bar with a doodle-style illustration to celebrate holidays, events, and notable figures.

At times, they make these illustrations they even make these doodles interactive.

It makes the mundane everyday search more interesting for users when they get a surprise doodle.

It also gets people interested in the stories behind the events or notable figures featured in the doodle.

By infusing its search engine with creativity and whimsy, Google enhances its brand perception, fosters a sense of connection with its users, and shows people that they care about sharing interesting information with their users.

Conveying brand values and messaging

Just like your logo, illustrations can serve as a visual representation of your brand’s values, beliefs, and messaging.

It’s like having a celebrity brand ambassador, but you can create the personality for your brand itself.

Whether it’s conveying a commitment to sustainability, celebrating diversity, or promoting a sense of adventure, illustrations can effectively communicate complex ideas in a simple and accessible manner.

By aligning illustrations with your brand message, you can reinforce your messaging and foster brand loyalty among your audience.

How Dropbox encourages collaboration with their vibrant color palette and creative illustration system

Another notable example of effective illustration in branding is Dropbox.

In 2017, Dropbox wanted to differentiate itself by becoming not only a place to store files but also a “living workspace where people and ideas come together.”

They backed this up by unveiling a new logo, a new set of colorful illustration designs, and even trendy typography.

These illustrations, characterized by their bold colors and abstract themes, are used across Dropbox’s website, product interface, and marketing materials to convey its brand values of creativity and collaboration.

With their illustrations, Dropbox has strengthened its updated brand identity and boosted user engagement.

Strategies for brands: Developing cohesive brand identities

Incorporating illustrations into your branding efforts requires a strategic approach.

You can’t just randomly choose an illustration style and say, “That will do.”

Start by understanding your brand’s values, target audience, and objectives.

Then, develop a unique illustrative style that reflects these insights and aligns with your brand’s personality.

A younger audience may have different interests compared to an older audience.

If you want your brand to appear professional and serious, it will be counterproductive to use playful, cartoon-like illustration styles.

Finally, integrate illustrations seamlessly across websites, social media, and marketing materials, to create a cohesive and strong visual identity.

Using the power of illustration for brand success

Illustrations play a pivotal role in shaping brand identity and storytelling, offering companies a powerful tool for differentiation and effective communication.

By using illustrations strategically, brands can create memorable and meaningful experiences that resonate with their audience and drive long-term success.

By looking at how other successful brands have improved their visual appeal, you can take inspiration and actionable insights to create cohesive and impactful brand identities for clients.

As an on-demand design service, embracing the potential of illustration allows us to level up our clients’ brands and help them achieve their business objectives with creativity and flair.

Do you want to level up your brand identity with custom illustrations?

Book a client-fit call today!

Key takeaways

• Brand illustrations can improve brand perception and solidify a brand’s identity.
• Instead of being a faceless brand, you can add illustrations to make your brand feel more human and reflect the values of your team.
• Having a distinct illustration style can help your brand stand out.
• Mailchimp does a great job of making its brand more memorable with its unique and consistent illustration style.
• Illustrations can also make stories more engaging and leave a lasting impression.
• Google does a great job of engaging its audience with its interactive illustrations that tell a story.
• Your brand’s illustrations can also reflect your brand’s values and messaging, similar to your logo and brand ambassadors.
• Dropbox used its bold illustration styles and colors to enforce its updated messaging, which encourages collaboration and creativity.
• By using a consistent illustration system, you can build a strong and memorable brand identity.