The HERE illustration style is flat, simple and human in style but retains a realistic, technical feel. It mixes connecting data lines with flat areas of color and gradient. The illustration style should be animated where feasible.


Vehicle/urban environment example 1.

Flat perspective view.

Scene details.
Vehicle/urban scene details showing linework and gradients.
Vehicle/urban environment example 2.

Overhead view.

Scene details.
City overhead view scene details showing lineworks and gradients.
People/indoor example.

Flat perspective view.

Scene details.
People/indoor scene details showing linework and gradients.
Scene details.
When creating illustrations the following principles should be adhered to.

General tonality is serious, sophisticated and realistic.

Geometric forms are used for simplicity and are easy to understand.

Colors and gradients from HERE color palette (tints also allowed).
Exception: skin colors of people

Lines with breaks stand for data flow and connectivity.
The icons style us benchmark for this.

flat design with a little bit of 3D

Shadows are used to add a little bit of depth to the scenes.

Vehicles are only used in flat design.

People are shown without faces with different ethnicities. They wear simple and trendy clothes.
Skin colors can vary from the HERE color palette.



Every movement should feel natural. Objects don't just go from zero to hundred but accelerate and decelerate. The animation shouldn't upstage the information so keep it subtle.

Organic Movements.
When animating organic movements, stick to natural movement, which is close to real life.



We always start with the line as our first element to animate in. The line draws itself while elements appear along the way or are formed out of the line.

Important objects in the scene are sketched out by lines before the rest animates in.

Objects in focus
The object is sketched out by lines before the rest animates in. The lines follow the movement of the camera. That rule only applies to important objects in the scene.


Background elements
Lines in background elements flow with the camera movement and are animated in a more subtle way. It gives life and technical detail to the scene.


Keep animation short so viewers don't have to wait for elements to appear. The animation should always have a continous flow. If you have elements animating in, one after another, an overlap in the animation helps the view to take in information.


To give a scene depth, objects should be animated to create a parallax effect, by moving objects in the foreground faster than objects in the background and using light reflections.

Parallax effect.
Objects in the foreground move faster than objects in the background.


Light reflections.
Light reflections on objects are animated when the camera moves. Always stick to the 45 degree angle.


The transition should keep the continous flow to prevent rough cuts.

Change of perspective
Connect scenes together using objects in the scene to make smooth transitions.


Illustration files package

If you need illustrations developed, please work with your Activation Manager and the guidelines above to create what is right for your project. For approval on your project and if you need additional assistance, contact