What are bespoke and stock graphic elements?

Bespoke

Bespoke graphics are custom-designed visuals created specifically for your brand or project. They can include logos, icons, illustrations, photography, video, and other design assets tailored to align with your branding and messaging.

Depending on what needs to be created, you will probably need to hire a professional, e.g. an illustrator, photographer, or videographer, unless you have the skills, software, and equipment required to create illustrations, photography, videos, etc. If you’re already working with a design firm, most have trusted professional contacts and can handle them if you wish.

Stock

Conversely, stock graphics are pre-made visuals available for purchase or free download from various online platforms, such as Shutterstock, Adobe Stock, Freepik, or Unsplash.

The most obvious examples are photography and illustrations, but icons, video clips, templates, and even logos can be obtained from stock libraries. Stock elements can be used in a wide range of projects without custom design work.

Some modifications may be possible to personalise the graphic elements. Depending on what you want to do, e.g., changing colours, adding text, or combining multiple graphics, you may be able to do this with basic software like Canva or Word.

Pros and cons

Bespoke

Advantages:

• Bespoke graphics can be entirely unique, high-quality, and created for your brand and messaging. You can brand the graphics perfectly, including your brand colours, typography and tone of voice.
• Photography and videography can showcase your specific product or staff members, helping to build recognition and an emotional connection with your target audience.
• Specialised or highly detailed content is best created bespoke for you, as you’ll have far more control.
• You can more easily stand out from competitors who are using stock graphics.

Disadvantages:

• Unless you have the relevant skills and equipment yourself, you will need to hire an experienced professional.
• Custom-created graphics take time to create. In addition, if you are hiring a professional, you will need to work around their workload, so they are unlikely to be able to work on your project immediately. The overall timeframe may be days or weeks.
• Bespoke graphic elements require equipment and/or software, time, experience and expertise to create, so they need a significantly higher financial investment than stock materials.

Stock

Advantages:

• Stock graphics can be a great option if you have a limited budget and need quick, instant-download solutions
• Generic visuals that don’t need to be highly customised can be found in stock libraries.
• If you need placeholder graphics for prototyping or testing, stock is a practical and low or no-cost option.
• Stock graphics don’t need specialist equipment or software to create.

Disadvantages:

• As stock libraries are freely available, you may find other brands and organisations that use your chosen stock elements. There are certain stock images I have seen on many websites! This is especially concerning if you use a logo from a stock image library. Would you want to risk having a logo that any other Tom, Dick or Harry could also purchase and use for their business?
• Stock content can be of poor quality. The adages “you get what you pay for” and “cheap and cheerful” definitely apply to stock content.
• Stock content has not been created specifically for your brand, so it may not perfectly align with your brand look or messaging.
• While the physical cost of stock content can be free or low-fee, you may need to invest a significant amount of time trawling stock libraries for content that is right for your brand, representing a hidden extra cost.

Conclusion

Choosing between bespoke and stock graphics depends on your project's needs, budget, and timeline. If you have the budget and timescales and want a strong, unique brand presence, bespoke graphics are the way to go. However, stock graphics provide a practical alternative if you need quick and affordable visuals.

The only exception is with logo design. Because anyone can purchase stock content, anyone else with an internet connection can use the same content. Logos really need to be unique, so I strongly advise against using a logo from a stock library.

Sometimes, you don’t have to make a hard decision between bespoke and stock. A combination of both approaches can work well. For example, you could work with a photographer to take staff and product shots, giving you unique content, but use stock photography to bolster your brand image library with more generic imagery.

It’s also worth remembering that successful branding relies on all parts working together well. For example, an excellent logo design created by a graphic design agency can be let down by poor, generic photography and inconsistent messaging. Equally, professionally made, bespoke photography can be undermined by rushed, amateur graphic design.

The key is to start with your brand values and ask what you want to achieve, who your audience is, what you want to communicate to them, and how. Then, look at your budget and timescales and make an informed decision. Don’t forget you can also speak to your trusted design partner, who can advise you!