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    Illustration principles

    The ONS illustration style employs simplified graphics to depict everyday objects, buildings, and people in engaging compositions that help tell a story. Illustrations should enhance and complement the text, offering relevant imagery that supports the content. They should never be used in isolation or merely for decorative purposes.

    Our illustrations appear across both digital and print media. They are featured in interactive tools, digital articles, website content, and social media channels. Additionally, we incorporate illustrative elements into our printed and corporate materials, such as leaflets, booklets, exhibition displays, and pull-up banners, used for both internal and external purposes.

    Illustration principles

    1. Visualise the data clearly and effectively

    Illustrations should serve as a tool for making complex data more engaging. Accompanying statistics, they should help transform data into visual narratives that are easy to interpret. Use alongside visual elements like charts and graphs to simplify abstract concepts and highlight key trends, ensuring the key information is immediately clear to the audience. Visualisation should help guide the viewer’s understanding, offering insights at a glance.

    2. Represent every community inclusively

    Our character illustrations are inspired by real people, reflecting the diversity of the UK population, representing all communities fairly and accurately. Whether depicting people, places, or activities, aim for inclusivity in age, gender, ethnicity, disability, and socio-economic background. Illustrations should be mindful of cultural sensitivity and avoid stereotypes, ensuring that all groups are portrayed authentically. Ensure that our visuals resonate with a wide range of individuals, fostering a sense of belonging and representation in our work. Create an environment where everyone feels seen and valued.

    3. Maintain consistency across all platforms

    To build a recognisable and cohesive visual identity, it’s essential to maintain consistency in style, colour, and tone across all materials. This includes digital content, printed products, social media, and corporate communications. Consistency in illustration style reinforces our brand identity and ensures that our messaging remains clear and professional, regardless of the medium. The use of consistent visual language helps to create a unified experience for our audience and strengthens the overall impact of our communications.

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