Illustration or non-photo graphics add visual interest and supporting context to Amplitude’s touch points. Though subject matter and function differ, they all leverage the brand color palette, a mostly 2D space with limited use of depth, and a geometry that visually connects them.

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Illustration categories

Geometric treatment

Use as a background or pattern treatment to support an abstract topic and drive consistency across touchpoints. See the 2D Motifs section on the previous page.

Example use cases: product web pages, datasheets, videos and demos

illustration example flow graphic
Concept abstraction

Illustrating an abstract concept, these graphics use simple vector shapes to communicate ideas that may not have physical forms. They should be used in a supporting way rather than a hero.

Example use cases: product web pages, reports, ebooks, and social

People scene

A contained graphic leveraging people, shapes, and sometimes UI to add visual interest and clarity.

Example use cases: reports, ebooks, social, and product graphics

UI screen simplification
Product illustration

Representing a product feature, these graphics take real Amplitude UI and reduce it to add clarity for unfamiliar audiences. Takeaways are an optional addition to highlight insights from the UI.

Example use cases: product web pages, datasheets, videos and demos

People illustration

Humans are an important element of Amplitude illustration to represent more abstract concepts, interactions, and insights. This illustration set is continually expanding to represent the diversity of our customers, their end users, and the synergy that arises from their relationship with our platform.

Access the Figma vector kit:

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people illustration kit assembled


Available to access from our Agency Resources page, you can find a set of modular people for use in new illustrations. Adjust colors within the brand palette and modify the pose for your specific application.

people illustration kit of parts

Examples in use

illustration building dashboard spacespeople illustration examplepeople illustration exampleillustration discussing code

Product illustration

Non-screenshot representations of our product have two benefits: They are simpler and easier to understand for non-user audiences, and their content can be anonymized and customized to speak to specific use cases. Simplified takeaways and abstracted UI enable you to more clearly highlight a specific feature or benefit by removing elements that, while functional and versatile to an actual user, can obfuscate the story.

Real product screen
Use for demos and use cases where high fidelity is needed. Make sure the full screen is legible.
Anonymized product screen
Slightly less detailed than the real product screen, use it to draw attention to a specific feature.
Simplified takeaway
Use on the website and playbooks. Insight bubbles guide the reader on the takeaway or action achieved within Amplitude.
Abstracted UI
Fully abstracted, use in situations where the feature or screen is referenced but there's no value in a high fidelity rendering.

Multiple UI combinations

On occasion, the story or narrative takes place over time and requires multiple pieces of UI to convey the benefit. Layer modules with drop shadows and customer product screens to show multistep processes or takeaways.

Best practices

  1. Standardize elements like headers and colors for consistency and brand alignment.

  2. Remove UI elements for functionality that is not explained or shown.

  3. Increase the size of type and important elements to maximize legibility at a small scale.

  4. When appropriate, add a callout box highlighting a takeaway to make it even quicker to understand and digest.