Visual Identity Standards PDF v.3 - The Co-operative

82 Using imagery
Illustration, when used correctly,
can become an effective tool
for communication. Not as literal
as photography, it can talk to
customers on a different level.
is helping
to lower CO 2 emissions and
greenhouse gases.
Use of illustration
When photography is unsuitable or inappropriate
there is a style of illustration that can be used
to replace this. But how do you justify not using
a photograph? Either where a photograph is
inappropriate if the communication is more
conceptual (i.e. representing the movement or an
idea), or it can be used to illustrate diagrams and
charts in a more creative manner. The four rules,
however, still apply to illustration.
When an illustration is to be employed it must
be honest, relevant, involving and/or
engaging to its audience and simple.
Particular attention must be paid when using
illustration for Funeralcare. For further advice and
guidance contact Co-operative Brands Ltd.
This treatment involves the overlaying of an image(s)
and uses the core colour palette of the businesses
(see colours section). The illustration is a simple,
honest cut-out of the subject, or idea, being portrayed.