Technology needs poetry to excite.
Not only Google, but also Shopify, Mailchimp or Dropbox… Every day more and more startups and tech companies are developing their own brand illustration system to better connect with their users.
Whether with the aim of simplifying ideas, humanising digital products, differentiating themselves from the competition, or generating brand recognition, illustration is a vital communication tool for today’s technology brands.
Gone are the days of literal icons and in favour of freer, more expressive brand illustration that, like words, helps us to modulate our brand personality according to our purpose and audience. Illustrations are now much more sophisticated and no longer simply translate the engineer’s complex innovations into user benefits, but form a whole brand language that conveys our story in a more relatable way.