Using icons in brand identities

When many of us think of icons, we often think of brand logos. These sub-marks are simple and recognisable markers that represent their brands.

But icons are so much more than that.

When thoughtfully implemented in a brand identity, these visual markers integrate the visual and written message into a cohesive story. They are an important element in enhancing brand communication and fostering meaningful connections between brands and their audiences.

Icons as Essential Elements of Brand Identity

Tying It All Together

Icons are a great way to bring together a brand’s visual identity. They are the midpoint between the most visual element and written communication. With a similar style and colour to your brand’s identity, these visual markers can convey your message in a visual and enticing manner.

Icons can consistently be used across multiple platforms and materials for a cohesive brand experience.

When consistent branding can increase revenue by up to 23%, creating a cohesive and professional look for your brand should be your top priority. Read more on brand consistency tips.

Consistency Across Icons

It is also important to use a consistent style to strengthen brand recognition.

If you are using open source icons (like The Noun Project) you can choose theme packs which have a similar style.

Icons as a Communication Tool

Relevance to Brand Values

Brand iconography is a powerful tool to convey your brand values.

By strategically choosing your icons, you can reinforce the emotional elements of your brand presence.

Slack icons are used across different brand touchpoints

For example, Slack is a brand that prides itself on fostering a sense of community and togetherness within the workplace. The brand presents itself as friendly and inviting. These values are enhanced in the playful and colourful visual identity they use, including their whimsical icons. Using these fun icons across its many platforms helps deliver a user-friendly tone of voice.

By taking the time to understand how you can represent your core values, your icons can elevate your messaging and brand story to new levels.

Simplifies and Enhances Understanding

Icons are an efficient way to simplify complex information and enhance understanding. These small illustrations can fit into everyday interactions and serve as fast tools for communication.

more digestible content which is more likely to be shared on social media.

Using icons in a communication piece helps break up text and makes the content more engaging. A picture is certainly worth a thousand words. You can use one icon to explain a message that would have taken up a space. In a time where everything is competing for our attention, brevity is key and communicating more with less becomes an important skill.

This can be seen in the way social media platforms design their apps. Many of these platforms use icons for likes, shares, and comments. Think about what your experience would be like if these actions were written out instead.

Key Considerations When Using Icons

Interpreting Icons

It is important to consider the social contexts in which you place your icons.

The same icon can be viewed differently, depending on where it’s placed. Take, for example, the icon of the flexed biceps 💪 .

When placed in an advert describing a gym, it can represent the service the brand provides. In a social media post for a motivational speaker, the same icon can mean ‘you’ve got this!’

It is important to think about what you want to represent. It can be a literal interpretation or a more abstract concept.

Cultural Sensitivity

While it is generally true that visuals transcend language barriers, they are by no means universal. Our unique backgrounds can influence the way in which we understand images.

This is particularly critical for global brands. For example, in many Western countries the “thumbs up” gesture is commonly seen as a good indicator. However, it can be offensive in certain cultures.

Therefore, it is important to be mindful of potential misinterpretations in different cultures.

Conclusion

Iconography can be a powerful reminder of the importance of visuals. When used effectively in brand identities, it can elevate your message and help brands meaningfully communicate.

Consider your own branding identity and evaluate whether using iconography can help you.