Illustrations, Mascots, and the Human Touch in Branding

And Academy recently highlighted the rise of hand-drawn illustrations and mascots as a design trend for 2025. This shift speaks to something deeper: people want brands that feel personal, not manufactured.

I designed a mascot for a small neighborhood bookstore that wanted to feel approachable. The sketches were rough and playful, and when I showed them to the owner, she said, “It feels like home.” That comment stuck with me. It wasn’t about perfect lines, it was about capturing the warmth of her community.

Some clients hesitate, thinking mascots feel juvenile. But a well-executed illustration doesn’t cheapen your brand, it makes it memorable. Think of Mailchimp’s Freddie or Michelin’s Bibendum (yes, the Michelin Man has a name). They’re icons because they reflect personality and spark connection.

In a world of stock photos and AI-generated assets, illustration can be your differentiator. It brings humanity to your brand story in a way that polished templates can’t.

If you’d like to explore how illustration or mascots can give your brand a human touch, contact me.