Graphic elements
Our graphic elements
Other graphic elements can be used alongside our graphic language to tailor our brand to our different audiences. By creating new graphic elements, our brand can also evolve over time.
*The Illustrations throughout this section are reference only and should not be used under any circumstances
Illustration and pictograms
We use graphic elements such as illustrations and pictograms to add depth, functionality and character.
Illustration
Pictogram
Using illustrations
We use illustration in our brand to add depth, character and feeling. Illustrations exist to tell stories and thoughtfully convey ideas – these should not be used as decoration or without consideration.
Selecting and commissioning illustration
When selecting or commissioning illustration, we always reflect our offer and our role in the world. The styles we have outlined below reflect our brand’s personality, voice and values in a number of ways.
Flat design Flat design helps to focus more on the content. It is reductive and graphic and provides more literal storytelling to our communications.
Single colour Single colour illustrations provide a simple and subtle approach to illustration. Its simplicity helps to focus more on the content.
Big and bold Big and bold illustration allows us to be playful, positive and engaging.
What to avoid
Our illustration must remain clear and be focused on the content. We avoid distracting visual effects, and aesthetics not in keeping with our brand. Here are some examples of what to avoid:
Avoid complex scenes and backgrounds.
Avoid infantile, or overly characterful depictions of people.
Always use a range of body types, ages and ethnicities to show diversity.
Using our brand colours
When using illustration it is important to maintain brand equity as much as possible. When appropriate, use our Core and Secondary colour palettes in illustration. This allows us to use diverse and varied illustration styles that retain brand recognition.
Using our shield footprint
We can combine illustration with the shield footprint to provide added depth and brand equity.
Window Window combining with illustration to create added depth and interaction to the communication.
Keyline Illustration can sit in and outside the keyline shield. This can help frame the subject in the communication.
Shield DNA The shield DNA can provide a textural backdrop for illustration.
Using our shield textures
We can combine illustration with the shield textures to allow us to own a space with our branded illustration. The texture can be cropped, scaled and vertically flipped within the illustration to add depth and texture.
Using Pictograms
Playing a supporting role in our collection of brand elements, our pictograms are used to reflect a range of elements in a simple and engaging way.
Creating pictograms
Each shield texture can be cropped, scaled and vertically flipped dependant on the communications audience, format, message, etc.
Keep it simple Our iconography must be simple, never exceeding more than 5 elements.
Solid shapes Keep the shapes solid and compact.
Keep it relevant Keep it relevant to the context of the communication.
Combining pictograms with shield textures
We can combine pictograms with our shield textures which allows us to use the icons in a bolder and emotive way.
In application
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