Illustration

System and usage

The illustration system contains four categories based on complexity and usage. The style should be consistent across applications and at the same time adapt to different tonalities and subject matters.

Spot illustrations

Spot illustrations are simple images used where a medium amount of space is available. They can respresent complex and abstract subjects but do so by combining two or three literal objects into a whole.

Examples of use:

• Instagram post illustrations
• Presentation graphics
• Infographics
• Email illustrations
• Explainer videos

Pictograms

Pictograms are small, highly abstracted images usually representing an abstract concept by depicting one literal object. They can be used smaller than the spot illustrations and are less complex in their illustrative form. They can also sometimes be combined in infographics.

Examples of use:

• Instagram profile highlights
• Presentation graphics
• Animated infographics & explainer videos

Hero illustrations

Hero illustrations tell more complex stories and should be used whenever people need to be depicted. They require a bit more space and should not be used small. It is important to only use complex images in situations that call for it. For most tasks the simpler spot illustrations will do a better job and be clearer.

Examples of use:

• Hero images for artices
• Cover illustrations
• Exhibition toolkits
• Narrative animations

GIF stickers

GIF stickers are images with transparent backgrounds that are used in stories on social media. Since they are used in small sizes on top of photographs, they are very simple and constructed in a similar way to the pictograms. But in contrast to the pictograms they can have a more relaxed and fun tone.

Examples of use:

• Social media stories

Construction

To create a consistant and recognisable style across different platforms, we have developed these guiding principles.

There will be cases where exceptions will have to be made, but keeping to these as much as possible will ensure a coherent brand.

For each category of illustration, there are specific considerations that will override some of these principles. More on that on the category-specific pages.

Shapes

Construct objects out of basic geometric shapes like circles, squares and triangles.

Make as many angles as possible either 45 or 90 degrees.

Corners

Use both rounded and sharp corners.

Soft objects should be given round corners but still retain an overall geometric shape.

Flatness

Illustrations should be flat and two-dimensional.

Use direct- or side views.

Detail and complexity

Don’t render too much detail. Most surface details should be omitted.

Enlarge the details you keep, and make them hold up next to the other shapes.

Backgrounds

Test to make sure that the colours work on both White and Blue Dawn backgrounds.

Lines

If lines are used, make them thick enough to give them mass.

Use round ends for shapes that have a line quality.

Format proportion

Make your composition as square as possible.

Use a 2,000x2,000 px Size: art board for your master vector files.

Vector points

Place anchor points at the vertices of the shapes if possible and use as few points as possible to desicribe a shape.

Stylistic choices to avoid

These are some guidelines as to what stylistic choices to avoid.

Shapes

Avoid organic shapes with no clear geometric structure.

Corners

Avoid overusing one kind of corner and too many arbitrary angles.

Dimensions

Don’t use three-dimensional or isometric perpectives.

Detail and complexity

Don’t render too much detail. Most surface details should be omitted.

Backgrounds

Our style does not make use of background shapes.

Lines

Do not use outlines on shapes.

Format proportion

Don’t make your compositions too narrow or wide.

Vector points

Avoid complex Bezier curves and too many points.

Colour palettes

To select colours for your illustration, pair one of our gradients with the base colours. Add in greys if necessaray for supporting shapes.

For additional detail, a maximum of one non-tinted version of the speciality colors can be used.

The illustrations must work with the two background options. The background colours can’t be used for any illustrated shapes.

Test to make sure that all colours have sufficient contrast against each of the backgrounds.

Backgrounds

Our illustrations are used on two background colours: Dawn Blue and White.

Dawn Blue

HEX: #1a3050
RGB: 26, 48, 80
CMYK: 95, 80, 40, 40

White

HEX: #ffffff
RGB: 255, 255, 255
CMYK: 0, 0, 0, 0

Base colours

These colours are fundamental and should be used for base shapes.

Sweden Blue

HEX: #005293
RGB: 0, 82, 147
CMYK: 100, 54, 4, 19

Grain Yellow

HEX: #e8e3d1
RGB: 232, 227, 209
CMYK: 10,10,20,0

Gradients

For each illustration, choose one gradient to use as a primary splash of colour.

Neutrals

Greys and browns are used for detail or supporting shapes.

Avoid 100 per cent black.

Dark Winter Grey 1

HEX: #757575
RGB: 117, 117, 117
CMYK: 0, 0, 0, 60

Winter Grey

HEX: #bdbdbd
RGB: 189, 189, 189
CMYK: 0, 0, 0, 40

Brown

HEX: #8d6453
RGB: 141, 100, 83
CMYK: 32, 54, 57, 32

Dark Brown

HEX: #503725
RGB: 80, 55, 37
CMYK: 5, 62, 73, 64

Additional detail

For additional detail, a maximum of one non-tinted version of the speciality colors can be used.

Red

HEX: #d1382b
RGB: 209, 56, 43
CMYK: 10, 90, 85, 0

Blue

HEX: #0099d3
RGB: 0, 153, 211
CMYK: 80, 25, 0, 0

Green

HEX: #01a87c
RGB: 1, 168, 124
CMYK: 80, 0, 65, 0

Purple

HEX: #663bb8
RGB: 102, 59, 184
CMYK: 80, 80, 0, 0

Pink

HEX: #ed407a
RGB: 237, 64, 122
CMYK: 0, 85, 20, 0

Orange

HEX: #ff8000
RGB: 255, 128, 0
CMYK: 0, 60, 95, 0

Spot illustrations

While the guidelines on the previous pages apply, there are some additional, specific considerations for spot illustrations.

Construction

Spot illustrations are constructed by overlapping one to three objects. Stick to clear literal objects to represent abstract ideas if possible. Sometimes ideograms or abstractions such as arrows can be used if they are clear and easy to understand.

Avoid human figures or faces.

Colours

Pairing one of our gradients per illustration with one or both of the base colours Sweden Blue Standard and Grain Yellow.

Add in Neutrals if necessaray for supporting shapes. At maximum one non-tinted version of the Speciality colours can be used sparingly for additional details.

Pictograms

Pictograms are small, highly abstracted images usually depicting one shape within a square format. They can be used smaller than the spot illustrations and are less ncomplex.

Note that the pictograms are not icons for user interfaces and menus.

Construction

Reduce one literal object to the highest degree possible. Only keep the elements that make the object recognisable. The object should be constructed out of two or three fields of colour.

Make sure that the pictograms are clear and distinct at very small sizes. Do not use too small shapes or details as they will not reduce well.

The pictograms use rounded corners as a rule, inner corners can be angular.

Avoid human figures or faces. Exceptions can be made, hands can be used to depict a handshake for example.

Colours

Pictograms contain two or three fields of colour that make up one distinct shape.

Select one gradient per pictogram and combine it with an equal amount of either Grain Yellow or Pale Winter Grey.

The combination will look best if the two parts roughly equal each other in prominance.

Use other colours very rarely, and only in exceptional cases.

Hero illustrations

Hero illustrations tell stories and are more complex. They are meant to be used at larger sizes and in prominent placements. Whenever people need to be depicted, this is the category to use.

These images will contain more complex shapes. But adhere to the general guidelines as much as possible.

Keep curves distinct and simple and don’t include too much detail.

The formats and dimensions required for hero
illustrations will depend. Check for specific
instructions.

Colours

For more complex illustrations the reduced palettes will sometimes not be enough. In those cases adding more colours and one more gradient is allowed.

Illustrating people

Our illustrations should include and mirror all people. Let anyone represent a random individual, in any context.

Avoid stereotypical imagery, meaning for example:

• active men, passive women
• only women as parents
• only white skin tones when illustrating people
• only heterosexual couples.

Include:

• people with different ethnicity
• people with disabilities
• people with different sexual orientation
• people with different religious or other beliefs
• people of all ages.

GIF stickers

GIF stickers are small animated images with transparent backgrounds used to communicate in a playful way on social media.

They are constructed in a similar way to the pictograms but can have a more relaxed and fun tone. That means it’s a bit less important to stick to the rules.

They can also be slightly more complex, but keep in mind that they will be used on top of photography or distracting backgrounds, so keep them as simple as possible.

Colours

White is also acceptable to use on GIF stickers as white is not generally used as a background.

GIF sticker package

20 different GIF stickers with Swedish motives are included in this package:

More GIF stickers at Giphy.com

Download GIF stickers from giphy.com

Applications