The personal handwriting of the company
Illustrations are a stylistic device in corporate design that can be used to present certain themes in a very emotional way. Illustrated content is often used when a photo cannot depict the desired context or can only do so with enormous difficulty. Or when stories are told. Illustrations are perceived as very emotional – even if they are now mostly created on the computer – and are another way of addressing their target groups.
An appropriate design language has been developed to ensure that the illustrations of Messe Frankfurt and its event brands reflect a common formal language: illustrations are realised as vivid, handmade vector graphics with striking details and freehand lines.
They speak a natural, reduced formal language and are characterised by the use of two-dimensional elements. They use the primary and secondary colours of Messe Frankfurt or the respective event.
Both emotional and informative
Illustrations have another important function: they can be combined with information graphics and used specifically as a blended form to present very complex or dry content – e.g. statistics, concluding reports, figures and the like – and thus make it more easily digestible. Whereas in the past only grey diagrams were considered serious, today colourfully illustrated infographics are often used for better and easier understanding. This also contributes to a positive perception of the brand.
