Brand Illustration Style | The Humane League

Brand illustration is a visual tool I started advocating for early in my time at The Humane League. The design team conducted a month’s long endeavor to develop a brand style that would meet our goals as an organization. We face some unique challenges in that we needed a style that could: accurately empathetically portray cruelty to animals without feeling juvenile or simplistic, inclusively represent humans, and be unique to our brand as well as engaging with our supporters. We conducted research on current design trends and aimed to steer clear of anything that felt overdone or tactics that lacked diversity in representation.

We conducted several rounds of exploration and sought feedback from multiple disciplines within the Communications team to make sure the illustrations would translate well to video, social, and beyond.

The end result is a fun and versatile style that nicely fills in the gaps of our visual tools set out by our brand guidelines. While the brand is bold and angular, the illustration style introduces more organic shapes and texture.

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