Icon design in branding

A brand is always about the feeling or gut feeling your target audience has when they get in touch with your brand. Icons convey information that reflects this brand feeling in a subtle yet expressive way – even in the smallest of spaces.

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

We typically design icons as part of the branding process. In this context, one thing is particularly crucial: all components of a brand must form a harmonious whole. This is the only way to gain the trust of the target audience.

That's why we incorporate the colors of the branding. We also incorporate the logo's formal language into the icon design (round, square, rounded corners, etc.) – this ensures that the icons don't look like they were bought somewhere on the internet, but rather blend harmoniously into the overall brand image and create a coherent image with all of the brand's other design assets.

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

Icon design

We always create icons in a vector program, such as Adobe Illustrator. The advantage: No matter how large an icon is used, it never pixelates and can be used at any size without any loss of quality. (Just like we do with logo design.)

We often design icons as positive and negative versions so that the icons can be used on light and dark backgrounds (as is the case with our customer Spedifort, for example).