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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.

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Icons should use as little lines as possible that still captures the essence of the subject

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This paper shredder is only constructed from fundamental shapes of rectangles, a triangle, and a circle.

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. 

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The rays of light from the lamp and the buttons on the chair bring this icon to life, giving it soul and spark.

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All the lines above are connected to at least one other line. The money-slot is seamlessly connected with the pig's ear, following the principle of continuation.

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. 

Printed Collateral

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Icons can be used for...