Characters

Our characters are as far from stereotypes as we can get them, taking them away from body types, facial features, as well as ethnic or cultural features. We reinforce this message with a color pallet for the skin colors of our characters.

Even more, we inject some personality in the empty spaces or to use them where we might feel that there is negative news for the user. The easiest way of doing this is to use topical events where the character is sad or, maybe, confused. Our objective is to turn around the concepts and show positive scenes with an alternative spin to the situation.

Illustrations

Depending on the placement and the use of each illustration, we have defined different levels of finish and detail. Mainly speaking, there are two types: there are more complex illustrations, used for blank spaces, or the presentation of more essential concepts, and then there are simple ones. They are used to give more meaning to a list of ideas or options in which the user would be able to see the differences in a more intuitive way, thanks to the combination of text and image.

Finally, we create our own interface elements, such as illustrated icons, using the same stylistic resources.

Purpose

The objective was to create an illustrative style that will introduce consistency across our platforms and users and will be able to unify all four projects in Freepik Company. We wanted to create memorable images, full of bright colors so that they will be noticeable and positive.

Our goal is to transmit a clear message through every part of our brand identity: the logo, the font, the color palettes, the illustrations. Hence recognizable, colorful, optimistic, and friendly images create the connection between the company and the users. They make them feel happy and accepted in our Universe.

Interested to know more? Check our Design Guide!