Illustration concept for insurance branding
For the pitch of a large insurance company, Timo Meyer developed a comprehensive illustration concept. He created illustrations of varying complexity levels for different parts of the branding system, including panoramic background images, spot illustrations, and simple icons. The goal was to create a serious yet dynamic style. We demonstrate the characteristics of the different stages of the project and how they ultimately form a cohesive whole.
Design Principles
A unified style and consistent color scheme run like a common thread through all illustration categories. The two central styles—monoline and flat graphics—are weighted differently depending on the type of illustration. While icons for navigation rely on clear monolines, flat styles dominate in mood-setting graphics. Clear lines and precisely tuned geometric shapes structure all graphics. This ensures good recognisability for the icons and provides a balanced foundation for dynamic and complex scenarios in larger illustrations.
Functional Icons
The simplest level of complexity is represented by the functional icons. They serve as intuitive navigation aids and are characterised by clear line work and a consistent design based on a 24x24 px grid. The visual concept here is that all symbols are formed by a continuous line.
Narrative Icons
Narrative icons rank a level above functional icons in the internal hierarchy. They convey more complex themes and, in addition to the monoline graphics, introduce a background shape. This shape, with which the monolines interact, adds depth to the central motif and ensures that the overall graphics visually occupy the same space, regardless of whether the central motif is in a portrait or landscape format.
Mini Illustrations
Mini illustrations, like narrative icons, consist of two levels. However, here the monoline graphics recede into the background, making way for flat illustrations. Both levels can interact playfully with each other, providing visual variety and dynamism.
Illustration Worlds
The most complex level of the illustration concept is represented by the illustration worlds. Here, the monoline elements serve as a mere backdrop, while the main part of the illustration is designed in a flat style. Nevertheless, line elements are also used in the foreground. These allow important details to be highlighted despite a limited color palette and create a connection to the monoline background.
If you are in need of a well-thought-out, coherent branding system for your company, we are here to support you with our expertise and creativity. Together, we will develop an illustration concept that perfectly showcases your company!
Here, you can find inspiration for icons.