Illustration usage

Illustration is a powerful tool that can make complex ideas emotionally resonant and visually unify diverse assets. It is important to understand how to appropriately use illustration and when to choose different illustration styles that are part of our brand standards.


Hero illustrations

Our hero illustration style is bold, elegant, and whimsical. It is a visual representation of our Brand Values. Hero illustrations help communicate essential Twilio messages and are often paired with a product or category launch or campaign. We use these illustrations consistently and repeatedly to help reinforce the meaning of the illustration in the mind of our customers.

Learn more about our hero illustration style

What’s the big idea?

The core message must be established before the illustration is created. This big idea helps inform the illustration, which, in turn reinforces and spreads the big idea further. It is important to bear in mind that an illustration does not need to be a literal representation of the product or message. Like the accompanying headline, it succeeds when it communicates the high-level value we offer to our customers in a memorable way.

Consistency is key

To maximize awareness, illustrations are coordinated across the website, digital campaigns, content marketing, and events. The illustration generally appears in full on our website. To best conform to other media, the illustration may be deconstructed or modified at the discretion of the designer.



The illustration generally appears in full in the header space of a webpage.


Digital ads

To the greatest extent possible, illustration should be coordinated between the webpage and related ads. This consistency aids awareness in the Twilio brand and builds trust with potential customers. To fit extreme proportions, illustrations may be cropped and modified at the discretion of the designer so long as the concept remains intact.

Learn more about campaigns


Related collateral

Additional marketing collateral like ebooks or brochures should make use of the related hero illustration whenever possible. As these items are often more tangential to the customer journey, more liberties may be taken with the illustration at the discretion of the designer.



Illustration extends to our branded physical environments. It may be abstracted or deconstructed at the discretion of the designer to best accomodate the space available. Illustration may be used generally to brand or provide texture to a space or it may be used to represent a specific product or concept.


Hero illustrations are used occasionally in the Twilio Console to maintain a consistent brand presence. They are primarily useful at key moments of success or failure. However, as they contain little information their presence is not necessary throughout the console environment.

Hero illustration virtues
  • Communicate the big idea
  • Make an emotional connection
  • Spread the Twilio brand
  • Evoke our Brand Values
Hero illustration crimes
  • Don’t educate about the literal function or feature of a product
  • Don’t show exactly how a product works
  • Don’t display written text
  • Don’t display a user interface

UI cloud

To illustrate product functionality we use a stylized UI cloud. Since our technology is often invisible in its final form, the UI cloud is a great way to make our products feel real to a customer. We combine realistic and familiar UI components from text messages, email, WhatsApp, maps etc. to show an example of a use case or a customer experience with Twilio. We take our visual cues from existing visual systems, but there are also Twilio branded components to make it feel like it is part of the Twilio brand. UI clouds typically appear below the header on webpages. They may be used in presentation decks, but should typically be avoided for digital campaigns and events.



UI cloud virtues
  • Display a realistic use case
  • Tell a literal story
  • Tell a positive story
  • Use realistic UI components
  • Display text
UI cloud crimes
  • Don’t display at a small scale
  • Avoid using in a campaign
  • Avoid using in print
  • Don’t show physical devices like phones or laptops