Lexmark is a diverse, technologically advanced company that supports its customers through high-quality products, solutions and services. With modern shapes and high-level abstract ideas, Lexmark illustrations easily represent the evolving capabilities of our company, products and culture.

These Illustrations should be effective in helping viewers clearly understand complex ideas and processes that aren’t easily portrayed in photography. They may be a visual portrayal of a customer environment, a service offering or an industry; or it may be a hero image to create interest about an idea.

Principles

Have a purpose in mind

In any case, illustrations should be a visual aide to the content that is shared. Whether it represents a concept, emotion or process, it should tell a story to help communicate effectively to the viewer.

ASK YOURSELF
Q: Does the illustration complement the topic in a way that provides visual explanation or enhancement?

Choose a lens

Illustrations are designed to guide a viewer to understand an idea or process, but some ideas can be communicated differently by using more abstract or literal concepts.

By knowing the content and the intended use, there will be a better understanding of the purpose and technique of the illustration.

ASK YOURSELF
Q: Does the concept of the illustration best represent the topic?

Abstract illustration Abstract
Literal illustration Literal

Guidance

Content topics

Illustrations should focus on high-profile customer-facing business topics, such as cloud, IoT, security or MPS. Topics like these aren’t easily depicted with photography, whereas illustrations will help communicate these ideas.

Topics that are better portrayed by product and environmental photography should avoid using illustrations. Such topics include hardware-related marketing or field marketing events, unless approved for use by the Global Design team.

Global vs. local

Illustrations are meant for marketing topics that are launched from Lexmark Global Marketing efforts. These designs are intentionally made for worldwide audiences. Avoid net-new creation of illustrations for geo-specific purposes.

Global symbols

When creating global illustrations, it is important to consider the audience of the design, to ensure illustration concepts are translatable across multiple geographies. For example, certain currency symbols may not be understood in countries with varying currencies i.e. the U.S dollar sign versus the Euro.

Usage quick notes

Do's and don’ts

  • Do: Use uncomplicated and uncluttered designs
  • Do: Keep illustration elements clean and modern
  • Do: Use flat colors and 2D shapes
  • Do: Use abstract elements like floating clouds and printer bubbles
  • Do: Use high-level depictions of processes
  • Do: Use metaphorical concepts to portray ideas
  • Don't: Avoid unnatural colors or sizes of shapes
  • Don't: Avoid overwhelming compositions or elements
  • Don't: Avoid outlining objects or illustrations
  • Don't: Avoid heavy use of gradients
  • Don't: Avoid heavy effects or patterns
  • Don't: Avoid cliché or exaggerated representations
Approved illustration
Rejected illustration

Downloads and resources

Please see the downloadable illustration guidelines documentation to cover additional topics including: design foundation, shadows, color, color proportion, background color, illustrations with people, character anatomy, color palette for people and creative reviews. 

Illustration guidelines

Foundational documentation and guidance for Lexmark branded illustrations

Filename
240812_Lexmark-Brand-Center-illustration_guide.pdf
Size
808 KB
Structure
PDF
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