The 12 Types of Custom Illustrations for Branding and Marketing

Looking for a new way to level up your branding and marketing efforts? Use illustrations. A bit of caution, though: you should use custom illustrations rather than the generic ones you find online. How to get them? Easy: work only with trusted design-as-a-service companies that provide top-tier custom illustration services. To help you maximize this strategy, it’s good to know these different types of illustrations:

Custom Illustration vs. Graphic Design: What are the Differences?

Simply put, graphic design is primarily used for commercial purposes, while illustration is more closely tied to fine art. But that doesn’t mean brands can’t use illustrations for their marketing campaigns. It only means illustrations don’t work for all projects, unlike graphic design. On the other hand, custom illustration is more conceptual than technical graphic design. 

Furthermore, illustrations revolve around fine art and brand ideation. That said, both graphic design and illustration convey particular messages. However, illustrations do a bang-up job of visually representing written text or complex concepts. Custom illustrations may be used for both literary and commercial purposes. Moreover, they’re also common in children’s books and covers.

Illustrations are widely used to interpret ideas or stories. Custom illustrations dwell more on creative interpretations, like this example from Penji:

On the other hand, graphic design relies on technical methods. For instance, the layout and composition should be based on graphic design principles. Although illustrations still follow certain rules, the outcome is based mainly on the illustrator’s ideas and creativity. This helps convey the message more effectively. 

Graphic design primarily focuses on solving problems and is predominantly used commercially to effectively communicate with target audiences. Here’s a sample book cover graphic design from Penji:

Both graphic design and illustration can be used on:

• Branding
• Logo
• Websites
• Apps
• Advertising
• Publication
• Typography
• Icons
• Hero images
• Merch

Illustrations provide a more creative approach to telling your brand’s story. Additionally, illustrations can immerse us deeply in the story and its characters. This type also tells a narrative that evokes emotions. Therefore, use custom illustrations if you want a fresher and more impactful take on all branding and marketing materials.

Related Post: Use Custom Illustrations to Transform Your Marketing and Web Visuals

Custom Illustration vs. Stock Images: Which is Better?

Let’s take a closer look at the key differences between custom illustrations and stock images. These are two commonly used visual assets in branding and marketing. Find out why custom illustrations have the upper hand versus stock images.

Custom Illustrations for Branding and Marketing

Pros:

• Unique Brand Identity: Custom illustrations are designed explicitly for your brand. There’s nothing more effective in differentiation than that.
• Tailored Messaging: They can visually communicate complex ideas or abstract concepts that stock images simply can’t.
• Versatility: Custom illustrations can be made to fit a variety of branding materials, such as logos, packaging, and social media graphics.

Cons:

• Higher Investment: Custom illustrations require more time and financial resources to create.
• Longer Turnaround: Crafting tailored visuals can take longer compared to ready-made images.

Stock Images for Branding and Marketing

Pros:

• Cost-Effective: Stock images are ideal for startups and small businesses with limited finances because they are budget-friendly.
• Quick Access: Highly suitable for fast-paced campaigns where visuals are needed immediately.
• Diverse Selection: You’ll find quite a number of sources for stock images with vast libraries to choose from. 

Cons:

• Overused Visuals: Since everyone can access them, stock images are widely used, reducing the uniqueness of your brand.
• Limited Personalization: Stock images lack the ability to reflect your brand’s identity or message.

As you can see from this comparison, custom illustrations are the better choice. They allow you to build a strong, recognizable identity. One that aligns with your brand’s tone, values, and audience preferences. Stock images, while convenient, will work best for short-term or temporary marketing needs only.

12 Types of Custom Illustrations

Custom illustrations are difficult to create yourself. Before you start tinkering with DIY illustrators, think long and hard about the time and effort you’ll waste. If you lack proper training and experience, it’s best left to the experts.

Although custom illustrations might come with a hefty price tag, options such as on-demand services are available. Penji, for example, offers unlimited custom illustrations and graphic designs at an affordable flat monthly rate.

Here are 12 types of illustrations you can choose from to use for your visuals. 

1. Watercolor illustrations

Technology and other online tools now allow illustrators to create watercolor illustrations by using several techniques. The primary goal of custom watercolor illustrations is to give different levels of transparency. The overall look is feminine with lots of soft colors and brush strokes. These are commonly used for both fashion and children’s storybooks. 

2. Conceptual illustrations

Concept or conceptual illustrations encompass a wide range of types, including gaming illustrations, fantasy illustrations, animation, and more. Illustrators create unique characters that are based on a theme. These characters can be used to tell a story for various purposes. This includes advertising, games, videos, and movies. Overall, conceptual illustrations are based on methodologies that show either a literal or metaphorical meaning.

3. Comics illustrations

By definition, comic illustrations are composed of images, and characters, coupled with other visual details and text to tell a story. They are usually laid out in a series of panels, with consideration given to proper arrangement to convey a narrative. Apart from that, comics are also combined with various speech elements, such as speech bubbles, onomatopoeia, and other captions, to convey dialogue.

4. Branding illustrations

Custom illustration for branding is an essential part of running a business. Without branding assets, a company can never connect with its target audience. Compared to other types of illustrations on this list, branding illustrations depend on a particular style. This style should align with the brand’s style guide for more effective communication within the brand’s target market.

Moreover, when creating logo illustrations, the artist uses the brand’s colors, icons, typography, and overall style to depict a clear identity. If a couple of design elements are out of place, the logo can seem confusing for audiences. There are two reasons why logos should be well-executed, and they are:

• To make a brand’s visual language clear
• To ensure branding consistency

Professional illustrators from Penji know what it takes to create a logo that will sit well with a brand’s audience. 

5. Portrait illustrations

Creating portrait illustrations requires the artistic skills of a professional. One who comprehends the use of lighting, shading, colors, shadows, highlights, and angles. Portrait illustrations involve showcasing the person’s best traits or characteristics. This is displayed through visual cues or elements like gestures, facial expressions, or any physical characteristics that make them unique.

6. Product illustrations

If there’s one way you can showcase your brand’s offers, product illustrations are your best bet. They can be used on websites and business apps to create a better user experience.

Some factors to consider when creating product illustrations are:

• Product definition
• Product value
• Target audience
• Company’s vision and mission
• Brand identity and language
• Features and benefits
• Competitors

Overall, product illustrations should be visually appealing and communicate the brand message to the consumer.

7. Photorealistic illustrations

Photorealism or photorealistic illustrations can make viewers think twice about the realness of the image. This type of custom illustration can blur the line between imagination and reality. These illustrations can be completed with several techniques, such as brush or pencil. 

8. Mascot/Character illustrations

Creating mascots is useful for branding. Mascots or character illustrations are considered one of a company’s branding assets. Having mascots also puts a friendly face behind the logo. While these are sometimes used on children’s literary pieces, cartoon illustrations can also be applied in your marketing campaigns. 

9. Fashion illustrations

For fashion and feminine clothing retail brands, illustration foresees the outcome of designer clothes. Fashion illustrations help designers see the fit, feel, and form before creating the actual clothes. This way, there will be less waste produced due to errors or miscalculations during production. Overall, these illustrations are mainly used by fashion designers.

10. Typography illustrations

Some companies rely on typography alone for their branding and marketing assets. And why not? Typography could be an excellent design that conveys a brand’s message as long as every technical detail is considered. 

Custom typographic illustrations pertain to the arrangement and style of numbers, symbols, and letters. The overall look should offer a cohesive design that’s visually appealing as well as legible. 

11. Picture book illustrations

Custom illustration is popularly used in literary works such as children’s books. In children’s picture books, expect to see a lot of visuals and text. The visuals are mostly to help the children paint a picture of what the text says. On the other hand, picture book illustrations are also accompanied by words to develop the children’s comprehension, vocabulary, and communication skills. 

12. Line art illustrations

Line art illustrations are pretty straightforward and typically drawn on a plain background. They consist of distinguished curved or straight lines without shades, hues, or colors. Although the lines can have various colors, they are often monochromatic. 

How can I turn a photo into an illustration for free?

If you plan to use custom illustrations for personal and commercial projects on a tight or zero budget, use DIY tools. You can turn a photo into illustrations online for free by using tools like Picsart. 

Picsart is free to use without signing up for an account. Visit their website, and you will be taken to a user-friendly image editor. 

Once in the editor, click the Uploads button and choose a photo you want to transform into a custom illustration. For this example, I chose a dog.

Then, go to the Effects button at the top toolbar. You’ll see a bunch of options you can experiment with. Or you can go to Artistic Effects and choose your preferred outcome. For this example, I chose the Watercolor effect, which gave me this illustration outcome. 

As you can see, there’s not much difference between the original and illustrated photos. This is the disadvantage of doing the design process yourself. If you want a more professional-looking illustration from a photo, work with the experts from Penji. Check out Penji’s portfolio. 

What is the importance of marketing illustration? 

One of the goals of marketing campaigns is clear communication with your target audience. Using custom illustrations helps simplify complex ideas, products, or services. They also help emphasize small details of your message by highlighting drawings through colors, shapes, icons, mascots, and other elements. Custom illustrations help scale your design and visualize abstract concepts, helping target audiences understand your brand better.

What are the benefits of custom illustrations? 

Custom illustrations help your brand stand out because they’re distinct and emphasize on-branding details. These custom illustrations reflect your brand’s personality and identity, making these images solely yours. You’ll no longer be worried about stock photos or free illustrations online that other brands or competitors also use. 

Additionally, they strengthen your brand identity and foster authentic connections with your target audience. Communicating clear ideas that people can comprehend increases engagement and boosts brand awareness. Finally, using custom illustrations for branding and marketing offers versatility because these images can be used in various ways and mediums.

How to use illustrations in branding and marketing? 

You can use custom illustrations in various ways when shaping your branding or pushing out marketing campaigns. Here are a few ways you can use custom illustrations in marketing and branding:

• Website hero images
• Banners and posters
• Onboarding screens and manuals
• Blog article images
• Email newsletters
• Written manuals and tutorials
• Infographics
• Logos and website UX/UI
• Creative brand storytelling
• Brand avatars and mascots
• Product packaging

How do I create a custom illustration?

For non-designers and non-illustrators, it can be challenging to create custom illustrations from scratch. After all, you need some experience in drawing or illustrating to create these engaging images to add to your brand. That’s why businesses or companies prefer outsourcing illustration work to designers or illustrators. Professionals have the know-how and expertise to produce personalized illustrations for brands.

Can I use AI to create custom illustrations?

One of AI’s many uses is creating AI art. Internet users can get AI art from 10+ models, allowing them to get diverse art styles. That said, AI can create custom illustrations based on user prompts. Many are impressed that AI can provide art in a few seconds or minutes. Plus, it can provide various options for users to choose from. However, there are ethical implications for using AI art, including bias and originality. That’s why it’s best to get custom illustrations from trusted illustrators, which we discuss below.

Where are the best places to find custom illustration work?

Instead of paying for a course to learn how to illustrate, here are the best sites to find illustrators:

• Minty – Minty matches with the best illustrators based on a short brief. From there, you can hire and communicate with the illustrator without leaving the app.
• Behance – Behance allows you to find illustrators by browsing the marketplace or posting a job advertisement. Most illustrators on this portfolio site have completed around 2 to 8 projects. 
• Toptal – You can expect high-quality work from Toptal illustrators. Only 3% pass their rigorous vetting process, and you can be matched with illustrators who have worked with top brands!
• 99Designs – This site offers two ways of getting custom illustrations. First, you can start a design contest. You can receive multiple illustrations based on your prompt. The second option is to hire a freelancer in the marketplace.
• Creative Pool – Another place to buy a custom illustration is from Creative Pool. You can hire an illustrator for a gig, a part-time, or a full-time position.
• Twine – You can explore illustrators on Twine by posting a project. Let the illustrators come to you with their proposal and choose the best illustrator to fulfill your project.

The Best Way to Get Custom Illustration Services

Although you can find the best illustrator to partner with on the above sites, there’s still one excellent and more cost-effective solution to get your illustrations: Penji. Penji has an amazing team of illustrators ready to take on your project. Whether you’re requesting a mascot illustration or a comic style, there will be an illustrator to help you with your goals. You can do this by subscribing to Penji and letting our illustrators take care of the rest!

Lucky for you, Penji offers a 30-day money-back guarantee to try out its seamless design process. Aside from the examples given above, here are a few more of Penji’s illustration samples:

If you sign up now, we’ll slash 25 percent off your first month. Click here to watch our demo video and go here to submit your first custom illustration request!

Conclusion

Custom illustrations provide a distinctive look and feel that can elevate your visuals. Review these illustration types and select one or two that would complement your brand’s visual identity well. Work with a reliable design-as-a-service company like Penji for custom illustration services.

FAQs

How do I choose the right illustration type for my business?

Penji’s design team can guide you. They will look into your industry, target market, and campaign objectives.

Can Penji craft illustrations to match my existing brand guidelines?

Absolutely. Penji’s designers will work with your brand assets. This ensures consistency across all your visuals.

How long does it take to get my custom Illustration from Penji?

Our turnaround times are typically 24 to 48 hours. However, this may vary depending on the complexity of your project.