Logos, Icons and Avatars (part 5)
Icons and why you need them
An icon is a visual representation of an idea or a concept (more like an ideogram). An article by Subsign in 2016 said, “We use icons to bridge the understanding of abstract analogies and practical use”.
Icons, alongside the logo and some other elements, form a brand’s visual identity. It’s another opportunity to create some difference.
Icons are majorly used to ease usability and enhance user experience. You’ll find them on your home appliances, remote controls, washing machine, pressing iron, etc. You’ll also find them on applications and web pages
Icons make it easy for us to recognize functions. Just like you see the thumbs up icon on Facebook and you know that when you hit it, you will be liking a post
There are many different types of brand icons but I’ve classified them into two
1. Brand icon
2. Feature/Function icon
Brand icons
Brand icons are sometimes designed from a logo for versatility. It makes for easy recognition but at its very best, communicates a market position. Like Facebook.
Logos are dead! Long live icons and avatars!
When conceived well, an icon is a repository of meaning. It contains the DNA of the brand, the basic material for creating a total personality distinct from the competition. — Marty Neumeier
Feature icons
Feature icons are used to guide and help you recognize functions and features. You’ll often see them on buttons, switches like volume up and volume down, like on/off, hot and cold. You’ll find them on digital too, like the comment, like, and save button on Facebook
I always design custom icons when I’m doing brand identity design with my team at Dominant Brand intelligence and the reason is to create difference (visually) and consistency in every communication. You should too!
These are the guiding principles we use
- Simple and minimal,
2. Consistent visual weight,
3. Resemblance (Follow the brand design theme),
4. Enough white space,
5. Use mostly geometric shapes
6. Pixel perfect
7. Contrast
I think I haven't written sufficiently on this, let me know in the comments if you want me to write more about it or you can just tweet your questions to me @therealolabanji. My next article is about avatars, I hope you read
