Illustration, iconography and infographic
Introduction
While photography is one of our main assets, there will be certain situations in which it is not enough. This is when illustrations, icons, and infographics come in handy.
We can use them across lots of different applications. But how do we know when to use an icon over an illustration? Or an infographic over an icon? The answer isn’t always simple.
But don’t panic. This section is your guide to navigating the differences between illustrations, icons, and infographics. It will help make sure there is a sense of purpose to our visual language. And guarantee that every message shines.
Illustration style
Illustrations are all about evoking emotions, capturing our essence, and conveying our brand’s great personality.
They offer expressive freedom, accentuating less prominent content and making abstract ideas look simple and clear, in a way that photographs can’t.
In these sections, we take a look at how illustrations align with our visual identity, providing principles that explain how illustrations are created and applied.
It all connects
The illustration style aligns with our experience principles. It is intricately connected to the overall visual language of dsm-firmenich, particularly through the use of color, the sense of vitality and dynamic motion.
It all connects
The illustration style aligns with our experience principles. It is intricately connected to the overall visual language of dsm-firmenich, particularly through the use of color, the sense of vitality and dynamic motion.
Principle 1
Make them colorful, make them flat
Ensure consistency in visual identity by exclusively employing the brand's designated color palette. These colors, carefully selected to represent the essence of the brand, should be consistently applied across all materials, maintaining a cohesive and recognizable appearance. Embrace a design approach characterized by flat vectors. Flat vectors contribute to a clean and modern aesthetic, promoting simplicity and clarity in visual communication.
The images on this page have been updated to incorporate the dsm-firmenich color palette, but they were sourced from illustrator portfolios and are not licensed for use. They serve merely as inspiration.
Principle 2
Capture the right feeling, capture the audience
Elevate engagement by injecting interest into your visuals, ensuring they are visually captivating, thought-provoking, and memorable. Tailor the emotional impact by carefully considering the context, aligning color, subject, and composition choices. Aim for a positive tone, but be open to exceptions based on the nature of the message. Incorporating human figures can amplify emotion and empathy, creating a more relatable and impactful visual experience.
The images on this page have been updated to incorporate the dsm-firmenich color palette, but they were sourced from illustrator portfolios and are not licensed for use. They serve merely as inspiration.
Principle 3
Adapt detail according to message
Illustrations should be crafted with a keen understanding of the intended message to be conveyed.
Tailor the level of detail and complexity in scenes to suit communication requirements.
Depending on the context and desired impact, illustrations can range from minimalistic and straightforward to intricate and expressive. Choose the level of detail that complements and enhances the overall message, ensuring a harmonious balance between simplicity and complexity.
Adapt the composition of the illustration to the unique requirements of the message. Be prepared to adjust the level of intricacy based on the medium, audience, and purpose.
The images on this page have been updated to incorporate the dsm-firmenich color palette, but they were sourced from illustrator portfolios and are not licensed for use. They serve merely as inspiration.
Principle 4
Consider motion
In today's digital landscape, our brand experiences primarily unfold on screens. Introducing motion illustrations into the mix offers a unique blend of creativity and storytelling. Consider incorporating them across various channels!
Whether for educational videos, marketing campaigns, or entertainment, motion illustration can demystify complex ideas, narrate engaging stories, and craft unforgettable visual experiences.
For a better understanding on motion and animation, please refer to the guidelines on motion in the Brand Center.
The images on this page have been updated to incorporate the dsm-firmenich color palette, but they were sourced from illustrator portfolios and are not licensed for use. They serve merely as inspiration.
When to use illustrations
The illustrative style is easy to commission and flexible to use for multiple needs and touchpoints.
Illustrations highlight content that cannot be emphasized by photos alone.
They offer expressive freedom, accentuating less prominent content and addressing complexity abstractly.
The images on this page are owned by dsm-firmenich. They use colors from dsm-firmenich color palette.
Illustrations in action
In this case, the illustration is used in a spread page to enhance the textual content. It provides a close-up perspective of the element discussed in the text, maintaining a high level of abstraction while engaging the user.
The images on this page are not using the dsm-firmenich color palette, they were sourced from illustrator portfolios and are not licensed for use. They serve merely as inspiration.
Thanks to their ability to convey ideas and narratives in a simple and direct manner, their application in educational videos -as in this example explaining the benefit of a product that helps in reaching optimal vitamin D levels faster- is particularly useful.
The images on this page are not using the dsm-firmenich color palette, they were sourced from illustrator portfolios and are not licensed for use. They serve merely as inspiration.
Illustrations can also be used to simplify ideas or concepts that are otherwise very complex, doing so in an engaging manner. This is particularly effective in applications that require quick consumption, such as a story on a social media platform.
The images on this page are not using the dsm-firmenich color palette, they were sourced from illustrator portfolios and are not licensed for use. They serve merely as inspiration.
In this case, the illustrations are used on a website page to enhance the content. Illustration could work on a color background or, as shown in this example, on a white background.
The images on this page are not using the dsm-firmenich color palette, they were sourced from illustrator portfolios and are not licensed for use. They serve merely as inspiration.
Don'ts
Here are some examples of incorrect illustration style usage.
Iconography style
Icons are handy little tools to help elevate brand communication, and clearly and concisely convey messages, concepts, and actions.
They might be simple to look at, but this simplicity is their superpower. It means they can transcend language barriers and capture attention - fast.
Here, we’ll dive into the power of icons in shaping compelling narratives and seamless connections.
Concepts: DM Sans language
The geometric shapes and low-contrast of our primary typography is the main inspiration for the design of the icons, creating uniformity and coherence in storytelling and applications.
The images on this page are illustrative only and are not licensed for use.
Principle 1
Simple and geometric
Our style uses a minimal and clean aesthetic that speaks volumes in simplicity. Lines are designed with uniform contrast, creating a visual harmony that resonates with a modern sensibility. It shows a simple yet sophisticated look that communicates easily. The language is clear and straightforward.
The images on this page are illustrative only and are not licensed for use.
Principle 2
Linear
The icons are made from a continuous line, with a seamless connection throughout the design.
The thickness is uniform, ensuring consistency and a balanced visual rhythm.
Straight edges add a touch of precision and stability, while geometric curves (inspired by our DM Sans) give a touch of modern elegance.
The images on this page are illustrative only and are not licensed for use.
Principle 3
Colorful
Colored icons can be used to enrich and enhance visual communication, making information more engaging.
However, it's important to only use colors from the official color palette and with care to ensure that they contribute to the effectiveness of the communication.
Colored icons should be used exclusively on white backgrounds to ensure maximum readability.
The images on this page are illustrative only and are not licensed for use.
When selecting icons, consider the seriousness of the iconography. Avoid using color if it might lead to a perception of playfulness.
Icons can be utilized in both black and white.
If uncertain about which color to choose based on the background color, please consult the chart provided on this page for guidance.
Black or white icons could be used on colored backgrounds or photographic backgrounds. The choice between the two is based on the intensity of the background color. In general, black icons are applied on light backgrounds (colors or photographs), while white icons are applied on dark backgrounds (colors or photographs).
Additionally, exercise caution when using colored icons alongside other colored brand elements. Always evaluate their potential impact within the full context of the touchpoint or material.
The images on this page are illustrative only and are not licensed for use.
Principle 4
Circular shapes
To enhance readability in certain applications or depending on the context, icons can be enclosed in a circle, aiding in making the icon more recognizable and legible.
For example, icons with no circular shape are more suitable for application on solid color backgrounds or on touchpoints where a graphic permutation of the Three Dots is already present, as the circular shape might create confusion with it.
Icons with outlined circular shape, on the other hand, are recommended for application on photographic backgrounds where there is a greater need to make the icon stand out, which might otherwise be lost in the context.
Icons with a full circular shape are advised for situations where readability would otherwise be compromised. Thanks to the full circular shape application, the icons can stand out in the context without issues.
Please note that outline circular shape and full circlular shape icons cannot be applied in the presence of a graphic permutation of the Three Dots symbol.
The images on this page are illustrative only and are not licensed for use.
Iconography type
There are two types of icons, each intended for different purposes depending on the needs.
For each of these category of icons, the principles described in the previous pages apply. The design of these icons should be simple and geometric, composed of a continuous line. They can be colored or not, and may or may not be enclosed in a circle depending on the context or need.
Functional icons
Where to find them
For all digital application interfaces, functional icons can be sourced from Google Material Symbols and Icons.
- Designed for use in a digital environment
- Free to use, huge collection, best quality
- Aligned with dsm-firmenich’s design language
- Familiar to billions of people
Material icons: https://fonts.google.com/icons
Functional icons
Parameters to apply
These are the values and filters to apply when selecting icons through Google Material.
If you feel parameters should be changed for your particular application, please contact the brand team.
The parameters to be applied are:
- Fill: NO
- Weight: 400
- Grade: 0
- Optical Size: 24
- Style: Outlined
Tailored icons
How to build
This page outlines fundamental guidelines for crafting customized icons.
When creating new icons, begin with a foundational 48x48 px grid, ensuring a clear margin of 2px on each side. The embedded circles within this grid aids in defining the right proportions within the icons elements.
Maintain a consistent stroke weight of 2px throughout the entire design for each icon.
When incorporating curved corners, remember that at least one corner should remain uncurved. This ensures a balanced and visually appealing design.
When designing angles remember that 45°/90° is recommended first choice and other angles (15° degrees variations) should only be used when necessary.
For reference, a set of tailored icons will be developed by the brand team and shared in the asset library.
How to use with typography
When pairing text alongside icons, adhere to the alignment and positioning rules outlined on this page.
Please note that using text that wraps around the icon in a circle or putting horizontal text inside the circular shape icon are not permitted.
Iconography in action
These examples showcase instances that exemplify the versatile application of our iconography principles across different touchpoints.
This example displays functional icons (search icon) applied on the corporate website.
The images on this page are illustrative only and are not licensed for use.
This example showcases tailored icons, designed within the iconography guidelines to represent specific Unique Selling Propositions (USPs) or features.
These items are not readily available in a standard icon library such as Google Material Icons library, and need to be developed by a graphic designer.
Check out the brand center regularly as the brand team is co-creating together with the BUs a set of tailored icons free for you to use.
The images on this page are illustrative only and are not licensed for use.
Don'ts
Here are some examples of incorrect iconography style usage.
Infographic style
Infographics are a super simple and engaging way to show information or data. They do this through visual storytelling.
In this section, we will guide you through the process of creating infographics that align with our brand identity consistently with the chosen style.
It all connects
The infographic style aligns with our experience principles. It is intricately connected to the overall visual language of dsm-firmenich, particularly through the use of color, typography, icons, illustration, photography and charts and graphs.
It all connects
The infographic style aligns with our experience principles. It is intricately connected to the overall visual language of dsm-firmenich, particularly through the use of color, typography, icons, illustration, photography and charts and graphs.
Building blocks
The building blocks of an infographic derive from the brand's distinctive visual language.
Graphs and charts
Use charts and graphs that are clear and easily comprehensible. When selecting the type of chart, be mindful of the nature of the data you're presenting. Ensure that the visual representation chosen effectively translates the information, promoting clarity and aiding the audience in grasping the intended message with ease.
Colors
Infuse your design with the distinctive colors from the proprietary color palette.
Only use flat colors to maintain the best possible connection with the visual identity and a contemporary appearance.
This dual approach ensures both brand consistency and a contemporary visual appeal.
For instance, the colors shown in this example are: Green 5, Blue 2, Blue 5, Red 3, Orange 3 and Yellow 2. They have been chosen to have a mixed palette approach.
Typography
Our primary typography (DM Sans) is perfect for use in infographics to support other elements.
Ensure it is always legible and consistent. The text size should be appropriate, and the line spacing should facilitate readability.
If in doubt please refer to the guidelines on typography in the Brand Center.
Icons
Icons simplify complex information, aiding comprehension, enhancing visual appeal, and making data more accessible.
Be sure that icons adhere to the iconography section style and rules of application.
Illustrations
Illustrations amplify storytelling, evoke emotions, simplify concepts, and enhance engagement within informational graphics. Be sure that illustrations adhere to the illustration style and rules of application.
Photography and Computer-
Generated Imagery
Incorporating photography & CGI (Computergenerated imagery) in infographics enhances visual appeal, aiding comprehension and retention. It makes complex information more accessible to audiences.
Tier 3 images (specifically color block imagery) are highly suited for this specific application. Their colored background makes them easily editable and applicable for infographics.
If in doubt please refer to the principles and guidance for color block imagery in the Brand Center.
Categories
Infographics can be categorized in three main categories, based on the number of building blocks used. If necessary please refer to the charts and graphs guidelines section on Brand Center.
Infographic in action
On this page, there is an infographic within a mobile version of the website. The infographic incorporates several building blocks, including charts and graphs, typography, color, and icons.
On this page, there is an infographic within a PowerPoint presentation. The infographic incorporates several building blocks, including charts and graphs, typography, color, and illustrations.
On this page, there is an infographic within a brochure. The infographic incorporates several building blocks, including charts and graphs, typography, color, and photography.
Don'ts
Here are some examples of incorrect infographic style usage.
Our icons
Check out our 700+ icons under the Brand Asset Libeary. Designed to simplify your search, it offers intuitive filters by tier, file type, and Business Unit, making it easy to quickly find and download exactly what you need. We will regularly add new assets to the library, so stay tuned for updates!
Should external parties, suppliers, or agencies need access, kindly send an email to branding.support@dsm-firmenich.com.
*Non-exclusive premier license: All media (no restrictions on use)
Last updated: Nov 19, 2024
