Illustration System

A series of illustrations designed for use across various channels and touchpoints of the Urban Sports Group brand. Illustrations should play a supporting role alongside photography, aiding in the communication of complex ideas and reducing dense blocks of copy.

If you would like to use some of our illustrations, please create a ticket and the Brand Design team will get back to you.

Style Principles

  • Synthetical, friendly, humane, not-childish, motivational, energetic.
  • Diversity: Human figures should also be inclusive in terms of physical features (ethnicity, gender, age group).

Visual Attributes

  • Stroke: Black pencil lines with a natural stroke irregularity.
  • Shadows: Some areas are filled out with a halftone texture, while others use solid black to create contrast, depth, and define shadows.
  • Dimension: The size, 3D treatment, and the position of elements are used to add depth.
  • Abstract: Human figures should be as abstract as possible, we don’t need many facial details since this aspect is already conveyed by our photography.

Color Application

  • Colors in our illustrations must adhere to the brand color palette. Refer to the color section in the style guide to correctly apply brand colors.
  • Stroke: Always use black for the stroke.
  • Background: Use a solid background color, ensuring the selected tint and shade provide sufficient contrast with the black stroke.

Transparent Fill

  • Illustration fill: Transparent.
  • Stroke: Solid black.
  • Background: Light solid color.

White Fill

  • Illustration fill: Solid white.
  • Stroke: Solid black.
  • Background: Light solid color.

Color Fill

  • Illustration fill: Use colors to add some color highlights. Please contact the brand team to evaluate each application.
  • Stroke: Solid black.
  • Background: Light solid color.

Color Misuse

Do not combine colors with low contrast.

Do not use color for the stroke.

Do not use white as a stroke color.


Facial Expressions

The complexity of facial features of our characters are dependent on their scale.. These can be non-existent in smaller scales or when objects or shadows overlap them. In bigger sizes, characters may have facial features described by simple lines and dots that help conveying their feelings and states of mind.

Body Representation

Our characters have human proportions with an energetic feel. Their scale can be mixed within one illustration to convey depth or build multiple narratives.


The inclusivity of our product should also be reflected in our characters. Their physical features should reflect different etnicities, age groups (within our target audience), body types and personal styles.



  • Composition with reduced number of characters and/or objects
  • Some surrounding / interactible elements (realistic or abstract)
  • Single idea / narrative


  • Multiple characters and objects / elements
  • Busier scenes, element stacking, abstractions
  • Single idea / multiple parallel narratives possible