Make It Iconic
We’ve been using pictures to communicate for thousands of years, from cave paintings and tablet etchings to Egyptian hieroglyphs. When you need to communicate something to a wide variety of people and it needs to be understood quickly, sometimes the best answer is to draw a picture. For example, signs calling out danger often employ lightning bolts or a skull-and-crossbones to indicate that an area or product may cause harm if you’re not careful.
The skull-and-crossbones is universally understood to represent danger. This is why symbols, icons and even emojis are still so prevalent in our culture and in design.
Icons are equally efficient at communicating messages to brand audiences, which is why so many companies of all sizes and industries–from energy conglomerates to shoe store chains–incorporate icons in their marketing campaigns. Icons are so useful because they can express many different things, from wayfinding directives to flavor varieties within an alcohol brand and much more.
That said, the way an icon pairs with the other elements of a brand should always be considered so that it flows seamlessly within brand strategy and does not interfere or feel out of place. The above GIF showcases a variety of icons that we created for our clients that I think are successful from a branding standpoint.