How to incorporate illustration into a branding project, with OlssønBarbieri, OMSE and Decade

We all know how the saying goes, a picture is worth a thousand words. In the context of a brand identity though, illustration’s importance often goes under the radar when compared to typography and logomarks. Through a diverse and expressive range of styles, illustration has the ability to bring humour, playfulness and a personality that type and layout can’t always communicate. As an essential part of many branding projects, we’d like to shine a light on what goes on behind the scenes and provide some handy insights for those new to the process. We discussed how to incorporate illustration into an identity with OlssønBarbieri, OMSE and Decade; three creative practices from around the world with prolific and varied use of illustration in their work. We asked the three studios what their typical process is like for choosing the right illustrator for a project. Rather than a quick scroll through Pinterest, “it’s the result of the strategy, storytelling and research process,” reveals Henrik Olssøn, Founder and Managing Director at OlssønBarbieri. For James Kape, Founder of London-based studio OMSE, this means “figuring out what the illustrations need to do and how they need to feel.” From there, the studios are able to form an understanding of what style feels right. “Then the key is to look for the glue that will tie it all together and create that link to the overall vibe of the identity,” Kape continues. This could be in the form of a concept, the content, the colour palette, or a specific style of illustration. “But there are no set rules here,” he adds, “it all depends on what works best for each project.” Grace Robinson-Leo and Rob Matthews, Co-founders of New York-based studio Decade reveal a similar mindset. Starting with what the identity needs, they tell us, “we think about the style part – what is the rest of the identity (typography, design, language, imagery) doing and what is the gap illustration needs to fill?” Once the illustration’s intention has been finalised, Olssøn explains that generally, depending on the project’s aims, “we either work with historical references or look for particular qualities in an illustrator style or portfolio.” Regarding the former, the Oslo-based studio look for illustrators “specialised and skilled in that specific technique and with the right sensibility” in order to ensure that the work feels authentic and accurate. If the team are looking for a “stronger personality,” they look for a style that they haven’t seen in the product’s category, perhaps reaching out to illustrators who have not worked in the field of packaging. “We’re constantly looking for illustrators that we get moved by or resonate with, and have several illustrators we hope we can work with when the right project comes along.” Above all, “their style should feel the right fit for the concept and the brand personality,” he tells us.