Infographic Design and Corporate Identity

What is an infographic, and why is brand identity important?

An infographic is a concise visual summary of information. Text, numbers, and images work together to quickly convey the key message. Think of processes, step-by-step guides, research results, or roadmaps. When you present that same information using your brand’s visual language, you increase its relevance and recognition. Consistent use of color, standardized typography, and clear icons ensure that people understand and remember your message more quickly. Moreover, a brand-consistent infographic makes reuse easy: from posters and presentations to websites, social media, and video. Learn more about infographic applications across different channels.

Design principles for infographic design within your brand identity

With a few strategic design choices, you can take your infographic from good to excellent without straying from your style guide.

Color palette and contrast

Start with your primary color palette and expand it gradually with shades and tints to establish a hierarchy. Ensure there is sufficient contrast between text and background to ensure readability and accessibility. Use accent colors sparingly to create focal points, such as for key messages or KPIs.

Typography and hierarchy

Use your brand font for headings and body text. Establish a visual hierarchy with consistent heading sizes, line spacing, and white space. Limit variations in style and weight. Numbers and units require special attention: choose monospaced tables or clear numeral sets when displaying large amounts of data.

Icons and illustrations

Stick to a single illustration style that aligns with your brand identity, such as line art or flat illustrations. Ensure that line weight, angles, and details are consistent. Use meaningful icons that enhance the text, not repeat it. Work with a fixed grid and alignment so that icons, labels, and arrows form a logical whole. Unsure about your style choice? Choose a single direction that supports your brand and document it to ensure consistency.

Charts and data visualization

Choose the right chart for each question: use bar charts for comparisons, pie or donut charts for distributions, line charts for trends, and flow charts for step-by-step processes. Label data directly whenever possible and keep legends to a minimum. Start axes logically, maintain consistent scales and units, and round numbers appropriately to ensure the data is easy to scan.

From static to dynamic: animation and motion for infographics

Movement enhances understanding and attention. With micro-animations, you guide the eye step by step through the information: bars that expand, lines that draw, icons that briefly pulse at key points. You stay true to your brand identity by following motion guidelines for timing, easing, and transitions. You can translate complex infographics into a short explanatory animation or whiteboard animation that uses the same colors, typography, and illustration style. Consider formats for social posts and stories, additional captions for silent playback, and logo animations that ensure your brand introduction remains consistent.

Process: How to Create an Infographic That Fits Your Brand

Briefing and Objective

Define the core message, target audience, use cases, and success criteria. Gather style guidelines, logos, color codes, and typography in advance. Determine the channels and formats in which the infographic will be used. Use this Infographic Briefing as a guide.

Content and editing

Condense raw data into a clear narrative. Eliminate irrelevant details, group information, and translate numbers into insights. Write concise, active sentences using clear, consistent terminology.

Structure and wireframe

Develop a sketch or wireframe with a clear reading direction and sections. Position the headline, key visual, data elements, and call to action. Identify focal points and plan where images, text, and numbers reinforce each other. Finalize the look and feel before production with a style frame. Want to get started step by step? Read "How to Create an Infographic."

Graphic design and illustration

Apply the brand guidelines to colors, typography, icons, and graphics. Use a consistent grid and ample white space. Visualize data accurately and attractively, using clear labels and logical legends where necessary.

Review, accessibility, and testing

Check for accuracy, contrast, font size, and color-blind accessibility. Test at both small and large sizes, on screen and in print. Ask someone outside the project for feedback to get a fresh perspective. Follow the Accessible Infographics Guidelines.

Delivery and options

Create brand-consistent versions for each channel: print, web, and social media. Consider an animated version for campaigns or presentations. Document your choices in a brief usage guide or mini style guide. View examples in our Infographics Portfolio.

Practical guidelines and deliverables

Choose scalable formats for quality and reusability. For print, PDF or EPS at 300 dpi with bleed is suitable. For the web and presentations, SVG is ideal for crisp vectors and PNG for transparency; JPG is best for smaller file sizes. Deliver social media versions in 1:1, 4:5, and 9:16 aspect ratios. Export animated infographics as MP4 for platforms or WebM/Lottie for the web. Document licenses for icons, photos, and fonts, and include source attribution for data visualizations. Keep a package with source files, exports, and a brief guide so your team can safely repurpose and update content.

Frequently Asked Questions

What is the difference between an infographic, a discussion aid, and data visualization?

An infographic combines text, images, and data into a concise, easy-to-scan message. A discussion board is often larger and is intended to facilitate conversation during workshops. Data visualization focuses primarily on presenting figures accurately and clearly. In practice, these concepts overlap, but their purpose and level of detail differ.

How can I make sure an infographic is accessible to everyone?

Ensure sufficient color contrast, clear font sizes, and unambiguous icons. Don’t rely solely on color to convey meaning; use patterns or labels as well. Label data directly and add descriptive headings. For web versions, you can include alternative text and transcripts. Test for color-blind accessibility using online tools.

What does it cost to have an infographic created?

The cost depends on the complexity of the content, the number of illustrations, the desired variations, and whether an animated version is required. For a brand-aligned, custom infographic, expect a flexible process from concept to delivery. A detailed briefing and clear data will reduce turnaround time and costs.

What file formats and resolutions will I receive?

Typically, this includes source files plus export files for print and digital use. Examples include PDF/EPS for print, SVG/PNG/JPG for the web and presentations, and MP4 or WebM for animations. You’ll usually receive multiple resolutions and aspect ratios so you can publish directly to each channel.