Illustration
In special cases, where real pictures can’t be used, it is possible to use illustrations. The illustration style is timeless. It’s graphical and vivid through reduced 3D effects by using shadows, structures and colour gradients. Typical brand features, like the TUI brand colours and the graphical, timeless and friendly appearance support the recognition factor. The shapes are geometric and organic, the illustrations present a slightly abstract reality.
Principles
Supportive
Personal
Joyful
Rules & Guidelines
- Show humans (if possible)
- Always try to design gender & race neutral and politically correct illustrations. We want to speak to a huge range of varying users and be diverse.
- All people in our illustrations should be happy and friendly.
- Playfully integrate the TUI Smile as often as possible (e.g. as a sticker on some luggage or as a print on a shirt from a character).
- Inform and inspire: illustrations are meaningful and always displayed in context
- Illustrations can contain micro-animations to create emotionality and depth. Use them wisely, don't stress, don't overwhelm.
- Illustrations are used in responsive contexts: easy to understand also on small screens. Avoid complexity.
- Don’t use any shadows, gradients or 3D perspectives but depth.
- Illustrations use the TUI color palette
- Refrain from using too much blue or red, but still enough to get a connection to the TUI brand
- Colors should be used realistically
- Personalize illustrations for specific user groups
Illustrations