How to visualize complex topics in a clear and bold way
Our illustration style helps us to visualize Henkel's diverse range of topics and businesses and to create engaging communication.
Our illustration style follows the visual characteristics of the Henkel brand design: expressive graphic shapes, distinct color combinations, positive tonality. Like the pictograms, the illustration style is derived from our typeface Henkel GT Flexa, thus enabling seamless integration into our corporate design.
Our illustrations follow the principle of a flat design. Therefore, they are usually constructed by shapes. Exceptions can be made for elements or objects that can only be represented through contours.
Colors in illustrations
Our illustrations use the full range of our Henkel brand colors, but usually focus on one color combination per illustration. We expanded our brand colors with lighter and darker shades to allow for more variety. In special cases (for example for diversity, equity & inclusion topics), illustrations can be based on more than one color combination.
Colors for backgrounds and foregrounds can be inverted in illustrations.
Use of Henkel red
We use Henkel red to highlight.
Illustration on white background
In special cases, illustrations can be placed on a white background. There are two ways to design the illustration:
Illustration with one color combination
Illustration with mixed colors on plain white background
Body postures and movement
Even though our style is visually reduced, we are able to convey a full range of emotions: from a slight grin to laughter or amazement.
Level of details
In close-ups, we can include details to add even more personality to our characters, like facial characteristics or accessories.
The smaller the character is depicted within the illustration, the more details are removed.
Conveying a clear message
Combine only a few elements to visually translate simple facts into a clear message.
Supporting the content
Use more elements when visualizing topics with higher complexity.
Telling a story
Create an entire environment to tell even more complex visual stories.
Information for external users:
To receive the illustration files, you first have to register for our Brand Hub download portal. Please see the instructions on how to complete the registration. After registration you will receive a confirmation that your access has been activated and you will be able to download the logos.
For Henkel employees, no separate registration is necessary. You will be automatically directed to the download page via Henkel MyID.