Should I use an Illustration as a Logo?

A few weeks ago I came across a logo which was actually an illustration with a logo embedded into it. Maybe the idea was to create a charming little illustration with the business name cleverly woven in. Looks cool, right? But is it the best choice for a logo?

Let’s take a look at illustrated logos and see if they’re a branding dream or a potential design disaster!

So why do some business owners use an illustration as a logo?

Here’s a few points:-

1. Uniqueness that pops

Illustrations allow for a highly personalised and distinctive design that stands out from usual logo styles. An illustrated design can make a brand instantly recognisable and unforgettable (as long as it’s not too detailed).

2. Storytelling

Illustrated logos can visually tell a story about the business, its values, or its products. They can also convey a sense of creativity, fun, or craftsmanship, which works well for certain industries (e.g., handmade goods, restaurants, or creative studios).

3. Who uses illustrative logos

Handmade soap shops? Check. Craft breweries? Absolutely. Funky coffee spots? Oh yeah. Illustrated logos work best for brands that want to feel artsy, boutique, or just plain cool. If your business thrives on creativity, an illustrated logo might be your new best friend.

4. Trends

From vintage hand-drawn looks to modern organic styles, illustrated logos help brands feel friendly and less corporate. They add warmth and character in a world full of sleek, impersonal logos. However, a logo should not follow a ‘trend’ but aim to be timeless, unique and minimalist.

But Wait… There Are Some Challenges

• Scalability issues: Highly detailed illustrations may lose clarity when resized.
• Complexity Can Be a Problem: Simpler logos are often easier to recognise.
• Printing Nightmares: Too many details may not print well on small merchandise.

To overcome these issues, some brands create a simplified version of their illustrated logo for small-scale use. A great example is Mailchimp, which uses both an illustrated chimp mascot and a minimalist wordmark logo.

But what about the illustration with a logo embedded?

Trying to combine the ‘best of both worlds’ can backfire! The biggest issue is scalability – when reduced, the logo becomes too small to be legible. The version I saw looked like the owner couldn’t decide on a direction, and the tiny text was unreadable. Now, imagine that embroidered on a hoodie—completely lost!

Here is a rough example of what I found, note – this is not it:

The combined logo and illustration had too many elements that made it harder for people to remember. The best logos are simple and easily recognisable at a glance (think Nike, Apple, or McDonald’s). It was something like the version on the left, but even more complex.

A clear illustration such as Pringles or KFC work well, this is because they are simplified and the wordmark or namestyle is clear and separate from the illustrative logo itself.

Would you like advice on whether an illustrated logo would work for your business? If it’s clear and simplified, I’d be interested to help you, but if you have a watercolour, for example, please note that it will lack versatility and scalability.

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