A successful visual brand identity is more than a logo and a dynamic palette. While a minimalistic approach ensures a straightforward brand image, the new generation of designers sees more enormous potential in creating brand identities with original paintings, handmade drawings and collage art. This new direction is forging strong and endearing brands and is especially useful in today's overcrowded market. Illustrative Branding investigates close to 100 firms, both large and small from around to the world to look at how designers capitalise on the power of illustration to portray memorable brand stories. Specific case studies highlight sizeable brand campaigns that cover everything from corporate stationery to environmental settings.