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A brand is always about the (gut) feeling your target group have when they get in touch with your brand. Icons transport information in exactly this feeling of the brand in a subtle, yet expressive way - even in the smallest of spaces.

Apart from that, icons are ideal as visual anchor points in a design - whether in an infographic, on a website or in a brochure.

We usually design icons as part of the branding process. In this context, one thing is particularly important: all branding components must visually be linked to each other. This is the only way to win the trust of the target group.

That's why we pick up the colours of the branding. Besides that, we also transfer the shape of the logo to the icon design (round, square, rounded corners, etc.) - This is how we ensure that the icons do not look like they have been bought somewhere on the internet, but rather fit harmoniously into the overall look and feel of the brand and create a coherent style with all other design assets of the brand.


You can see a few examples in the icons that we developed as part of the branding for Spedifort, Spedijobs, Spedination and cubile.


We always create icons in a vector program, e.g. Adobe Illustrator. The advantage: no matter how large an icon is used, it never pixelates, but can be used in all sizes without loss of quality. (Just like we do in logo design.)

We often design icons as positive and negative versions, so that the icons can be used on light and dark backgrounds ( we did it for our client Spedifort).

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