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.

People

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.

Diversity

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

Spot

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

Narrative

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