ABOUT ILLUSTRATED LOGOS, BRAND IDENTITY ICONS & PACKAGING ILLUSTRATIONS
Over the years, I have specialised in providing illustrative logos, icons and graphic key visuals for a international client base in the design industry, mainly brand & corporate identity consultants, graphic design studios and advertising agencies.
WHAT ARE ILLUSTRATED LOGOS GOOD FOR?
Illustrative logos are a pictorial representation of some aspect of a brand being portrayed. This type of logo focuses in on the name, the business concept or a company character / icon that can be developed. The illustrated logo needs to be self-contained enough to be effective to give strength to the image of a brand or a product and is a symbol that apprises trust, identity or authority.
An illustrative logo should make a long lasting and enduring impression on potential clients, can help the global presence of a company, service or product to get a higher level of brand recognition, that speaks to the target audiences.
The ideal logo combines a range of qualities such as being unique, ownable, imaginative and stylish,also to be received as impactive, relevant, expressive, memorable, functional, identifiable, practical and readable.
WHAT ARE PACKAGING ILLUSTRATIONS GOOD FOR?
Almost every consumer product package contains a sort of illustrated logo or graphic key visual.
Walking down the aisles of a supermarket or retail store, consumers can find a multitude of presented products on the shelfes. Each packaging went through a highly professionalised branding and design process by specialised packaging designers. To create on-Pack illustrations differs to a degree from the creation of an illustrated brand logo.
Being briefed for a packaging illustration often requires the challenge to craft bespoke illustrations around a given packaging layout in fixed parameters, which can be either a product name, product information texts or placed product images. The packaging illustrations have to fit within these layout frames, and to harmonize with the overall package design. A focus on recognizability and printability is one of the tasks. On-Pack illustrations suppose to enrich, emotionalize and make a packaging more identitfiable in the consumers experience. The chosen illustration style can depend very much upon which product is to be advertised.
For example, for cosmetical, hygienical or medical products, a more emotionalised, elegant, loose crafted linedrawing has proven more suitable than a reduced, minimalistic linedrawing. On the other side, if instructional product-using icons are required for the backside of a package, a very reduced and simple illustration style is required, in order to be instantly understandable, even without further text explanations.
Creating packaging illustrations in a successfull way is always very much about understanding the exact requirements given by the design-teams and to understand and to follow their chosen design route.
THE WORKING PROCESS
As with all design projects, the design brief outlines the plans, desires and expected outcomes of the project. A precise design brief is a valuable piece of documentation which directs me towards the correct goal. A comprehensive knowledge of the client’s business and industry plays a key role in the creation of a logo artwork that not only portrays the correct message, but also helps the client stand out in their sector.
After receiving a design brief, I do start with a first exploratory phase, developing vector roughs with a range of routes and ideas .The benefit of this early „finding phase“ is key in order to visually reach agreement on chosen routes to develop further. This stage is a halfway point in the overall process and determines whether the project is on the right track. In a second step, further optimizations and amends on one chosen logo version are worked out until all details looking perfect for a second client presentation. This process helps to work towards a single crafted finalized artwork solution efficiently.
Over the years I have learned, that besides the purely creative part, to listen and to understand the design-teams briefs and ideas, is the most important part in creating a successfull illustrative brand icon. Misunderstandings or communication errors are the enemy of each work, so I am constantly aiming to communicate as clear as possible at all stages of the design process.
Last but not least, each project has it`s own schedules and deadlines. I always give my best to deliver timely. In recent years emerged a tendency to create a mounting of pressure, developed by certain project managers (…lead by partly highly unrealistic expectations) expecting almost overnight delivery of customized artworks. I am no alien to work under pressure, but true professionals do plan their delivery schedules with some consideration about a balanced timeline, in order to enable creative ideas to be developed thoroughly and to allow a required illustrative artwork to be crafted properly.