Golden Ratio Illustration

Ubuntu stands for freedom, reliability, and precision. To visualize these brand values in the illustration style, I took a very conceptual approach to the design. Upon analyzing the Ubuntu style guide and other existing materials, I noticed that a reduced and graphic style is used, with the circle being the primary element. This quickly led to the idea of creating the figures for the illustration style based on circles, which were harmonized according to the golden ratio. The figure is precisely constructed according to this rule, resulting in a reduced and cohesive appearance.

To incorporate the freedom-loving character of Ubuntu into the illustration style, organic background elements were added, occasionally breaking the aforementioned rule and thereby loosening up the overall image. The versatile colors from the corporate design style guide further support this. The figure, with its clear shapes, makes a trustworthy impression, even though it is inherently more playful. Some of the pictograms were taken from Ubuntu’s online brand guide and were thoughtfully supplemented with symbols in the same design language.