
Icons are our simplest visual storytelling expression. Icons should represent a single concept, as opposed to illustrations which mix together multiple concepts into a visual story.
Our icons only use as many lines as needed to capture the essence of each concept.
By avoiding realism, our audience can focus on the sentiment instead of getting lost in the details of an idea.
Always use flat design and never use perspective.
To create visual harmony with other design elements, all icons are created using fundamental shapes of squares, triangles, and circles. Stick to 90 and 45 degree angles where possible. Round edges or use curves sparingly, and primarily to express nature, such as waves, grass, trees, etc.
Individual icons be grounded by a primary fundamental filled shape(s) in aqua or a secondary color. Not every shape has to be outlined.
Combine icons to create a cohesive pattern
Though simple, our icons can still express great life and joy.
Our icons incorporate moments of life, warmth, motion or delight where possible. Whether that's the light from a lamp or the fluid motion of waves - no moment is too small.
Simplify and connect linework where possible. This creates a sense of connection and flow within each element.
When combining elements we look for smooth continuation, similarity in shapes, and closure - creating as many uninterrupted lines as possible.