Illustration
guide

We can use illustration across all our communications – from highlighting species, issues and challenges, to creating insightful, effective campaigns. Whether we use it solely to inform our audience or to influence them to take action, it’s a major asset in helping us to realise our goals.

Our new illustration guide gives us an exciting opportunity to connect with our audiences in different and varied ways.

It’s based on a set of principles, rather than a specific style. So we can create anything from powerful, thought-provoking images to fun, engaging characters. But we must take care to follow the principles with care and consideration so they feel like they’re part of the same brand.

Illustration principles:

Please refer to these principles when you’re sourcing or commissioning illustrations. That way we’ll ensure we’re creating a consistently high standard of illustration and our work is always on-brand.

  • Geometric base

    Our illustrations are created using geometric shapes as their basis. This gives strong structure but enough flexibility to accommodate different styles.

  • Simplify graphically

    We always look to simplify when illustrating. Simplicity is part of our style. Using as few elements as possible to create an image gives us a unique look and feel. Simplicity also helps when we’re trying to explain something complex, scientific or emotive.

  • Conceptual impact

    Use illustration to build awareness and make emotional connections, whether that’s about explaining a complex idea or something simple and fun. Illustrations can have a great impact.

  • Be bold

    Make sure you use our colour system for your illustrations: keep your palettes simple and keep them bold. Try different illustrators and keep on the lookout for new people to use. People love working with our brand, so you’ll have no problem getting them interested.

Geometric base

Our illustrations are built using geometric shapes as their basis. This gives strong structure but enough flexibility to accommodate different styles.

Illustration by always with honor

alwayswithhonor.com

This illustration must not be used for any communications other than these guidelines.

Geometric base

These two rhinoceros illustrations both follow the geometric base but have a different style, showing the flexibility available.

Illustration from Shutterstock

shutterstock.com

This illustration must not be used for any communications other than these guidelines.

Simplify graphically

We always look to simplify when illustrating. Simplicity is part of our style. Using as few elements as possible to create an image gives us a unique look and feel.

Illustration from Shutterstock

shutterstock.com

This illustration must not be used for any communications other than these guidelines.

Simplicity also helps when we’re trying to explain something complex, scientific or emotive.

Illustration by Jag Nagra

turntopage84.com

This illustration must not be used for any communications other than these guidelines.

Conceptual impact

Use illustration to build awareness and make emotional connections, whether that’s about explaining a complex idea or something simple and fun. Illustrations can have a great impact.

Illustrations from Anna Dunn

annadunn.com

This illustration must not be used for any communications other than these guidelines.

Be bold

Be bold with colour and with styles. Try different illustrators and keep on the lookout for new people to use.

Illustrations from Sean Sims

agencyrush.com

This illustration must not be used for any communications other than these guidelines.

Also make sure you use our colour system for your illustrations. Keep your palettes simple and keep them bold.

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Sourcing illustration

Working with illustration is exciting. It opens interesting new areas for our brand.

We have a guide that allows flexibility and consistency but that also means we must take extra care and attention to follow the guidance when we’re sourcing illustrations and working with illustrators.

As with photography and film, there are many different ways to work with illustration and illustrators. Be creative, have patience and take care to think about budgets, as well as where you’ll use your illustration and the associated rights.

Featured illustrators

Here’s a list of featured illustrators. Some we’ve worked with before, some have contributed work to these guidelines.

They all have some work in their portfolio that fits well with our illustration guide.