Editorial Illustration for Design Magazines: Lessons From I.D.

I.D., the American magazine of international design, was for decades one of the places where industrial designers, graphic designers and architects went to see what was new; its Annual Design Review became a reference in the field. Design magazines like it are demanding clients for illustrators: the audience is visually literate, the subjects are often abstract, and the deadlines are short.

What art directors look for

A recognisable voice. Editors commission illustrators to get something a stock image cannot give them. A consistent style, line or palette makes you easy to remember.
Ideas, not decoration. An editorial illustration has to say something about the article. Art directors look for concept sketches that show you understood the text.
Reliability. On a magazine schedule, an illustrator who delivers clean files on time is worth as much as one who draws beautifully.

How an editorial commission runs

Day 1: the art director sends the article or a summary, the size and position on the page, and the deadline.
Days 1–2: you read the text, note key ideas and send two or three rough sketches.
Day 3: feedback arrives; one sketch is chosen, sometimes with changes.
Days 4–6: you produce the final artwork and send it for approval.
Final day: small corrections and delivery of print-ready files.

Illustrating abstract subjects

Design journalism often deals with systems, processes and ideas rather than objects. Useful strategies include:

Visual metaphor: a maze for a complicated process, a bridge for collaboration.
Diagrammatic illustration: turning a process into a playful map.
Character-led scenes: a small figure interacting with large shapes can make an abstract idea human.

Rights and fees

Editorial commissions usually license the image for one publication, with an agreed fee. Read the contract carefully for:

Which media are included (print, web, social media).
Whether the image can be reused in other issues or for promotion.
Your right to show the work in your portfolio.

Many of the same skills apply to covers. See our case study on designing a magazine cover, and our guide to building a portfolio that gets commissions.