Adam Garlinger / Logo Design

Icons & Graphic Elements

By Adam Garlinger

In identity design, the graphics in a logo and the icons of an identity system serve both a visual and business purpose. They can be developed to represent services, products, and offerings, or represent elements of the business value, such as the differentiators, benefits, and competitive advantages. The icons in an identity system can be taken from elements in the logo, helping to tie everything together.

In the development of a business brand, the icons and graphics can be used to create a visual language, as elements of the layout, working with imagery, messaging, and writing.

In the development of a website, the icons and graphics can be used to create a visual navigation functionality, helping to lead the viewer through the writing, content, and pages.