illo’s expansive, expressive world of abstract shapes elevates Storytel’s narratives to new levels

Perfect for book lovers on the go, doing housework, or simply eager to rest their eyes while they enjoy a good book, Storytel is a must-have for audiobook fans. Following a major rebrand in 2019, the platform has unveiled an evolution of its visual identity, delivered by champions of colourful and expressive design, illo. The task for the Italy-based design studio was to deliver an abstract visual system that expands upon and elevates their existing identity framework. “While the logo is often the first thing that comes to mind when thinking about a brand,” says Founder & Creative Director Ilenia Notarangelo, “we believe that illustration, motion design, and, more broadly, all visual imagery truly convey the brand’s personality to its users.” The project sees the introduction of a colourful illustration system, consisting of black abstract shapes against colourful backdrops, providing enough versatility to span Storytel’s diverse genres – from light comedies to intense historical narratives – while also capturing the essence of themes like ‘subscription’ and ‘story.’ The process of creating them was, in summary, intuitive, playful, and collaborative, beginning with loose, unconstrained sketching, followed by evaluating how effectively each shape conveyed its intended meaning. Working with the Storytel team, illo experimented with and developed the shapes further. This collaboration allowed for a deeper understanding between the two teams of how the design system could be used and applied creatively across different contexts.