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How can you create unique, expressive, and consistent illustrations in a branding project?

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Illustrations are powerful visual elements that can enhance your branding project and communicate your message, personality, and values. But how can you create unique, expressive, and consistent illustrations that fit your brand identity and stand out from the crowd? In this article, you will learn some tips and best practices to design and use illustrations in your branding project.

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1 Define your goals and audience

Before you start sketching or picking colors, you need to have a clear idea of what you want to achieve with your illustrations and who you want to reach. What is the purpose of your illustrations? What message do you want to convey? What emotions do you want to evoke? Who are your target customers? What are their needs, preferences, and challenges? Answering these questions will help you define your goals and audience, and guide your creative decisions.

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David Antonio Perezcassar

Freelance Animator
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Mind maps & word webs are a good way to start loosely brainstorming this phase of the project. By focusing on descriptive adjectives & verbs you can start denoting aesthetic key words to lock onto as the emotional center of your work.

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álvaro Medina Mejía

Comunicador S. / Dise?ador G. / Dibujante
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Si bien, todos los puntos mencionados son importantes, destaco este item 1, pues a partir del análisis previo sobre la marca, la identificación de los insights, los objetivos y el público a quién está dirigido, además del tono en la comunicación, es que se crea la ilustración. La calidad de la línea, el encuadre y la expresión, además del uso preciso de colores tomados de una paleta previamente analizada, el estilo o intención a emplear, serán el mayor insumo para fortalecer el trabajo a ilustrar, la conexión con la marca y el carácter del ilustrador.

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Gustavo Goularte

Print designer | Designer de estampas
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Meu trabalho consiste em executar as ideias que est?o na mente dos meus clientes, portanto, inicialmente preciso ter uma boa conversa com eles e conseguir visualizar o que está em seus pensamentos. Depois disso, junto ao cliente come?amos a lapidar os detalhes, brincar com novas ideias e estilos até chegarmos no conceito final.

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2 Choose your style and tone

Once you have defined your goals and audience, you need to choose a style and tone for your illustrations that match your brand identity and voice. Your style and tone should reflect your brand personality, values, and positioning, and appeal to your audience. For example, if your brand is playful, friendly, and casual, you might opt for a cartoonish, colorful, and humorous style. If your brand is professional, serious, and formal, you might prefer a realistic, monochrome, and informative style. Whatever style and tone you choose, make sure they are consistent across all your illustrations and other brand elements.

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Gustavo Goularte

Print designer | Designer de estampas
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Depois de identificar as necessidades e vontades do cliente, busco apresentar um leque de op??es com diferentes estilos de pintura e desenho, assim que selecionamos o estilo eu busco ainda mais referências de op??es do mesmo estilo de pintura selecionado, mas dessa vez apenas para mim. Dessa forma eu consigo inspira??o para criar algo único e exclusivo.

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Tricia Sena

Marketing & Communications Manager @ SENSIT Technologies | Marketing, Branding, Communication, Development, and Design
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To create unique, expressive, and consistent illustrations in a branding project, choose a style and tone that fits the brand's personality and values. Establish guidelines for use, ensure consistency, and continuously evaluate and refine the use of illustrations to support the brand's message and values.

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3 Create a visual system

To ensure consistency and coherence in your illustrations, you need to create a visual system that defines the rules and guidelines for your illustration design. A visual system includes elements such as shapes, colors, typography, icons, patterns, textures, shadows, lighting, perspective, etc. You can create a visual system by using a style guide, a mood board, or a reference library. A visual system will help you maintain a unified look and feel for your illustrations, and avoid confusion and inconsistency.

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Gustavo Goularte

Print designer | Designer de estampas
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Durante as etapas anteriores costumo fazer pesquisas e essas pesquisas s?o de grande utilidade nesse momento. Eu as mantenho salvas junto aos arquivos do cliente e durante o processo de cria??o abro uma grande janela em um segundo monitor e visualizo todas enquanto estou pintando. Isso me ajuda a manter o estilo definido e relembrar observa??es que eventualmente podem acontecer durante as conversas iniciais com o cliente.

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Tricia Sena

Marketing & Communications Manager @ SENSIT Technologies | Marketing, Branding, Communication, Development, and Design
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To create a visual system, select a color palette, typography, and imagery that aligns with the brand's message and values. Establish guidelines for use to ensure consistency across all branding materials.

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4 Use storytelling and metaphors

One of the main benefits of illustrations is that they can tell a story and convey a message in a simple and engaging way. To make your illustrations more effective and memorable, you can use storytelling and metaphors to illustrate your brand story, values, benefits, features, or solutions. Storytelling and metaphors can help you connect with your audience, evoke emotions, create associations, and differentiate your brand from competitors. For example, you can use an illustration of a rocket to symbolize growth, innovation, or speed. You can use an illustration of a puzzle to represent complexity, problem-solving, or integration.

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Tricia Sena

Marketing & Communications Manager @ SENSIT Technologies | Marketing, Branding, Communication, Development, and Design
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To communicate a brand's message and values through a visual system, use storytelling and metaphors. Ensure they are consistent with the brand's message and values, resonate with the target audience, and are used appropriately for the context.

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5 Test and iterate

The last step in creating unique, expressive, and consistent illustrations is to test and iterate them. Testing and iterating your illustrations will help you evaluate their impact, relevance, and clarity, and improve them based on feedback and data. You can test your illustrations by using methods such as surveys, interviews, focus groups, or A/B testing. You can iterate your illustrations by making changes or adjustments based on the results of your testing. Testing and iterating your illustrations will help you ensure that they meet your goals and audience expectations, and align with your brand identity and voice.

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Carolina Solaque

Graphic Designer | UX/UI | Creative Digital Content | Branding | Illustrator
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The best way to achieve consistent illustrations is by ensuring clarity in the objective of each illustration. One of the most effective methods is to conduct a focus group to obtain direct feedback from the target audience of the project. This way, you can make specific adjustments to ensure everything flows smoothly.

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Mike Kevan

Creative Leader | Introversion / MH Advocate
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Perform tests. Like the movie Flubber. Robin Williams is a scientist who creates sentient slime. Imagine that? They don't make movies like that anymore do they? Nowadays it's just toys, and giant sandworms. Wheres the sentient slime? Kids used to love slime, now it's all ipads and backgammon. Think on that.

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Juan Gómez

Marketing Specialist | HighLevel Expert | Part-Time Mechanical Engineer | Sometimes Paints |
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Don't be too perfectionist, people want character and personality, they're tired of the robotic "looking professional", they want something real and it's found in flaws, but not every type of flaw, only the ones that show a human is being behind and communicating something that can be interpreted at first glance

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How can you create unique, expressive, and consistent illustrations in a branding project?

1

2

3

4

5

6

1 Define your goals and audience

2 Choose your style and tone

3 Create a visual system

4 Use storytelling and metaphors

5 Test and iterate

6 Here’s what else to consider

Graphics

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How can you create unique, expressive, and consistent illustrations in a branding project?

1

2

3

4

5

6

1 Define your goals and audience

2 Choose your style and tone

3 Create a visual system

4 Use storytelling and metaphors

5 Test and iterate

6 Here’s what else to consider

Graphics

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感谢您的反馈

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