Our visual principles
With all our visuals we try to stick to 6 core principles.
Easy to understand
Our visuals should be clear and easy to read, we don’t use complicated or abstract imagery.
Be inclusive
We try to represent as may different people as possible, and make sure content is accessible.
Be age appropriate
We think about the age of the people our visuals are for when we’re creating them.
Set a scene
So our visuals have meaning and relevance we try to tell a story by setting a scene.
Be relatable
We keep it real so everyone can connect with and understand our imagery.
Keep it simple
We don’t add unnecessary elements or decoration just for the sake of it.
Illustration
Style
We use Illustration when we want to show imaginary or fictional situations. Or when photography can’t reflect the diversity or location we need it to. Our illustration style is flat, bold and dynamic. We don't use outlines, gradients or tints.
Colour
We use our brand colour palettes as a starting point for colour choices. That way our illustrations will always feel connected to the brand and look like us. However, sometimes we won’t have the right colour in the palette. We might need a grey to show a stormy sky, or more variety of colour to show different skin tones or hair colours. In these situations it’s okay to use a colour not in our palette. Just so long as the overall colour balance still feels like our brand.
This shows how a very graphic, simple approach, and using just the Girlguiding colour palette, gives a really distinctive sense of our brand.
In this example our varied audience is reflected in the clothes and skin colours. Some colours which aren't in the Girlguiding colour palette have been used - but it still feels like our brand.
Shading
Our style is bold with flat colour, and we avoid using unnecessary shading which can overcomplicate an illustration. But if it’s needed to make an image easier to understand then shading in flat colour can be used. We never use gradients.
Here a realistic approach was needed to illustrate this homemade robot. Clever use of different tones gives a sense of volume - without it becoming complicated or overly 3D. All the colours used are from the Girlguiding colour palette.
This shows subtle flat shading used on the facial features of the characters, and details on the clipboard. A pale pink has been used on the ground to add some perspective. It uses mostly colours from the Girlguiding palette so the brand remains clear and distinct.
Pattern
We use patterns to add interest and detail, and this can help make an image easier to understand - giving a sense of texture and depth. But too many patterns might make an illustration confusing or difficult to read, so we don’t overdo it.
Different patterns and flat shading have been used on the clothing above. But not on all the clothing, as too much could overcomplicate the scene.
In this example pattern adds interest and excitement without distracting from the focus of the scene.
Tints and transparency
We never use tints or transparency to create form or volume. This would stop our illustrations looking flat, so wouldn’t match our illustration style.
This illustration shows a lot of transparency and shading - which complicates the image and doesn't look like our illustration style.
Here gradients and transparency have been used on the robot and in the background. It doesn't look flat so doesn't represent our style.
Age appropriate
By creating age appropriate illustrations we can better engage with girls of different ages. For the younger girls in Rainbows and Brownies we’ll make sure the illustrations are more realistic in form and colour - so the girls can understand the imagery. For older girls in Guides and Rangers we can flex the look, and use more stylised illustration. But we always need to make sure we’re using bold, flat colour and that we’re keeping to our 6 visual principles.
Strong colours and blocky shapes help make sure this Rainbows illustration is age appropriate.
The Brownies here have a more fluid, less blocky feel than the Rainbows. Giving the illustration a subtle but slightly older feel.
Although this style is still flat it looks more realistic and references more of the real world. Perspective, composition and realistic body proportions help this feel more mature.
Rangers illustrations can be more stylised. In this example shapes are more geometric and abstract. All things that can be explored in illustrations for this section.
Infographics, supporting graphics and charts
This type of imagery will either support the narrative or help navigate you through the story you wish to tell. It can help give an individual look and feel, add interest, and break up large bits of text. Helping with accessibility and understanding.
It must always stick to our visual principles and overall style of bold, flat colour. Only colours from our brand palettes should be used – so maintaining our brand identity. Here are a few examples of how these elements can help bring to life our story.
Badge designs
Badges are loved by all our members. And are one of our key identifiers. So it’s important that our brand shines through. Because of that 75% of the colours in our badges must be from the relevant brand palette. The only time non-brand colours can be used is for adding skin tones, or if there’s no suitable colour in the palette, for example brown for a tree trunk or blue for the sky.
Want to know more about badge design?
If you need to know more about badge design and our bespoke service for badges and clothing click on the link below.