Illustrations are an essential part of any great story. The style of the illustration for the given product or service is subject to flexibility. The design system caters for differentiation in regards to illustration styles, but we also provide a few illustration families/styles to get you started. Colour usage follows content colour guidelines.


When to use illustrations and when to use pictograms/icons.
The purpose of a illustration is to add value to a story or a piece of content. Usually given more space and evenly balanced with text in a typical web layout. While icons/pictograms more often play a secondary role, of helping users navigate, categorize or scan content quickly.

In presentations (like Google Slides) illustrations can supplement bullet lists or paragraphs if there is enough space. Icons/pictograms can be used in the same fashion as for web purposes like defining categories.

Spot style

These are a refined set of illustrations covering topics that reach across a lot of our Business units communication needs. A few examples of covered themes are: cloud, development, financial, integration and statistics.
The expression is familiar from earlier Visma illustrations, but compose a balance between outlined environments and filled motifs in a contemporary fashion. Including great detail from current illustration trends adapted for timeless usage in our communication.

Browse through the spot illustrations in the image gallery here.

Isometric style

This is a style we recognize from instruction manuals and current design trends. A visual expression that suits a lot of IT, cloud and finance scenarios. Often used to describe processes and complex workflows.

Highly scalable in the way that it is easy to build larger and more composed illustrations when combining more than one. Like any other illustration style it needs a minimum of padding in order to fulfill its purpose. In general it is not a good idea to combine more than one illustration style per page/story/identity.

Browse through the isometric illustrations in the image gallery here.

Narrative style

The narrative style illustration was introduced due to the need to explain more complex actions. Placed in a logical sequence of events, it helps to tell the entire story about our products and offers a visual accompaniment to the content in an interesting and engaging way.

The human characters, with whom we sometimes identify, play a central role in the action and in the transmission of messages. The stories cannot be thought of in the absence of the characters. In order to connect with our visual identity, we created a style character, with a natural and friendly appearance, to describe the user experience in relation to the solutions offered by our Business units. They should use a limited numbers of colours based on the colours used in the product brand

Browse through the narrative illustrations in the image gallery here.

Character Design

Creating characters (persons) as part of any Visma illustration includes a lot of properties and identity. There are millions of different styles or techniques to do this. In order to connect to the rest of our Visual Identity, we need a basic set of guidelines to ensure that the end result (composition) looks cohesive and familiar to our company values and brand code.


As any other Visma illustration, use only Visma colours. Of course skin colours are needed, but for all props or clothes, use only one of the Visma Colour ranges.



Look at our typography, icons and illustrations. An immediate connection to these should be favoured. By using a flat and simple expression, we try to extend the same level of efficiency and user friendliness. Avoid putting too much detail into facial features like eyes and nose. The more you add to a face the more attention it demands.


As with our icons we aim for simplicity and use geometric shapes as framework for a lot of our shapes. This is also possible creating characters. Even though illustrations should be simple they should be well crafted. In other words quickly made hand drawn illustrations are hard to connect to the rest of our Visual Identity.


Avoid using any effects like drop shadow, glow or gradients. A flat reduced expression moves the attention to the meaning of the illustration.





This is a great example because of its simplicity, flat modern and selective use of colour.


Avoid using characters that hold close resemblance to well known clip arts.