The need for a bespoke suite of icons arose from the broad range application and context the business that stock icons of varying style were being used in. The intention was to create consistency and bring a sense of the company’s individuality and personality to unified suite of icons. In total a suite of over 400 icons was created to provide designers with a ready to use option for any type of icon asset they may have the need for. (No more stock icons here!). Creating this style and finding the right personality required a balancing act between fun and youthful and finding the right degree of detail that would not only work across many different categories of icon (food, landmarks, animals etc.), but also across print and digital applications.

To maximise efficiency and stream line their use, icons were created in a number of colour ways and provided to the wider design team to provide designers with flexibility but also structure. Different combinations were tested within the brand’s colour palette and testing across print and digital applications. Icons were developed for many different categories spanning food, travel, landmarks, animals and more. This provided a ready made solution for any design problem that an icon solution could serve.

Icons were used across all touchpoints of the business, in print and digital, internally and customer facing. This small collections demonstrates their varied use in print, where they have been used to add context and create a visual hierarchy. In digital spaces these were used as static elements as well as animated in the forms of GIFs used on assets ranging from social posts, EDM headers and website graphics.