Design Focus: Iconography
Well-designed icons play a crucial role in enhancing a brand's identity and communication strategy. They not only simplify complex concepts and ideas, enabling brands to convey messages quickly and effectively, but also transcend language barriers, ensuring universal understanding and accessibility to a global audience. Additionally, icons promote consistency and cohesiveness across diverse platforms and touchpoints, guaranteeing a seamless brand experience.
In a visually-driven digital era, where attention spans are shorter than ever, incorporating well-designed icons into a brand's visual identity is essential for standing out, conveying key messages, and establishing a strong brand presence.
The above icons were the start of a system in which I began reworking previous versions which were unscalable, dated, and unclear. Providing them in line and fill versions enhanced the flexibility of implementation.
Product vectors were also created for this client to help streamline and elevate certain marketing touchpoints. Here, they were explored in a potential navigation.
Pixel-perfect approaches were also created with the intent to minimize file sizes to support snappy load times while ensuring optimal display.
These icons are more stylized to reinforce the brand personality while also creating consistency across the implementation.
For a premiere yoga training company, these icons helped add visual life and clarity to what was previously a bulleted list. The personality of the visuals supported brand perspective while also helping the students understand the information more easily.
The yoga training also benefited from this spread of "brand pillar" icons which were used to reinforce key differentiators through social media posts, website content, and more.
For a startup brewery, I created deep brand guidelines which included iconography among many other assets of brand positioning and style.