lllustration, Illustration Everywhere
Illustration is absolutely everywhere, on packaging, in company branding, on books, literally everywhere.
Often illustrations just add decoration to a brand indentity or product packaging, and to hammer home a marketing message, but then an illustration can also be an integral part of brand identity, or indeed the company ‘logo design’ itself may include an illustration.
Businesses may be afraid that an illustration that is integral to their brand may not stand the test of time as well as a more simple brand identity, but do you recognise this little boy below?
Brand History Fairy Liquid
Home and beauty products giant Procter & Gamble (which owns Fairy Liquid) was formed in 1837 by Mr. William Procter, a candle maker, and Mr. James Gamble, a soap maker, at this time soaps were marketed without the wrappers or brand packaging that we are so flooded with today.
It was between the 1850s and 1860s that brand names and packaging first appeared, and by the 1870s national advertising of some brand began, including Proctor & Gambles most famous soap; Ivory.
At the turn of the century Fairy Soap, which was a competitor to Ivory was being marketed by Thomas Hedley LTD, and this British brand was acquired by Procter & Gamble in 1930, who currently market Fairy products across Europe.
The Test Of Time
‘Fairy Liquid’ first went on sale in the UK in 1960, and hence the illustrated nappy clad baby boy familiar to all has stood the test of time with over 45 years of brand marketing. Illustration was heavily used in marketing in the 50’s and 60’s.
Can you think of any more examples of illustrative brands that have stood the test of time?
Off the top of my head other examples include;
Homepride Flour - their little man called Fred has been around since 1964 - you can even buy a commemorative plate!
Kellogs Rice Crispies - The Snap, Crackle & Pop characters have been around since 1933
The illustrated image above, which dates from 1933, is courtesy of a fantastic Flickr photostream (user name Wishbook), which I would recommend you visit because it’s full of wonderful vintage images and scans of Sears advertisements, Disney and much more. Well worth a browse, there is a lot to see, and I mean a lot.
