When Tech Brands Get Illustration Right
Tech brands have gotten on the illustration bandwagon, and the result is a stronger brand presence
Think of all the places you’ve encountered illustration. Images of graphic New Yorker covers, whimsical children’s books, or artisanal liquor labels might come to mind. In recent years, you may have noticed that technology brands have joined the game, adopting illustration as part of their visual identity.
A few key players — Dropbox, Mailchimp, Salesforce — have dared to venture out from the ordinary. They believed that a brand didn’t have to be dry to prove its credibility. They didn’t want to limit themselves to technical infographics, lifeless icons, and generic stock photos. Instead, they knew that in order to connect with people, tech needs to be approachable, with fun characters and illustrative narratives. And it worked. Now, it’s not uncommon for you to find happy creatures and silly drawings when you open up an app. Recently, I burst into laughter when a unicorn flew across my screen after I had checked off a to-do item in Asana.
