Illustration

Illustrations are a key part of Coupa’s brand and visual storytelling. They communicate complex, abstract ideas in a simple and straightforward way. Coupa’s illustrations are vibrant and positive, representing the interactions between our community and our products.

Illustration Usage

Illustrations are used across a variety of marketing materials to more clearly communicate our stories and provide vibrant, positive visuals to our assets. They provide additional clarity and context to our messages without overshadowing them. Illustrations are most frequently used in the following places:

• Coupa website
• videos
• infographics
• eBooks
• datasheets

Illustration Styles

Illustrations used in the Coupa brand fall within three categories: hero illustrations, supporting illustrations, and explainer illustrations.

Hero Illustrations

Hero illustrations depict larger, more complex scenes to visually represent products or initiatives. They feature a large-scale icon in the middle, small Coupanions, and icons floating in the background. These illustrations communicate how people interact with each other and with the subject of the illustration.

Supporting Illustrations

Supporting illustrations are used to represent singular concepts on the website or in infographics. They feature a Coupanion and several icons. Supporting illustrations are simple and direct to succinctly visualize a feature or concept.

Explainer Illustrations

Explainer illustrations take an iconographic approach to describe a feature or process. They are diagrammatic and utilize our brand icons to illustrate relationships or steps in a simple and direct way.

Usage

Meet the Coupanions

Coupanions are a key component of Coupa’s illustrations. They represent our diverse community and provide a human connection to how we visually represent our products and concepts. They interact with objects and each other to bring our illustrations to life. Coupanions aren’t typically used in isolation, but as a way to add life to different illustrations and visuals.

Coupanions as Decorative Elements

Just as Coupanions are utilized in hero and supporting illustrations, Coupanions can be added to appropriate infographics, web pages, or digital assets for visual interest.

Human Usage