Name a More Iconic Duo...
Than a New Icon Suite and a Rebrand
📂 Project Type: Iconography Design
🖥 Project Deliverables: Custom Illustrated Icon Suite
🗓 Date: Fall 2021
🪄 Role: Art Director and Designer
In spring 2021, More Vang, an Alexandria-based printing and technology company, sought to update its visual branding. As the creative lead, I was tasked with reimagining all brand materials, with a particular focus on developing a new iconography style. Our internal marketing and business development teams needed a suite of stylized icons to use in marketing and sales materials. The goal was to create a more stylized, iconic, and graphic approach that was both scalable and aligned with the new brand direction.
Sketching Out the Vision
When I started this project, I knew I wanted to update our graphic approach. At the time, I was drawn to brands like Slack, MailChimp, and Help Scout. They weren't just using run-of-the-mill icons; they had these creatively stylized, hand-drawn illustrations that resonated with me.
So, I set out to mix a traditional icon style with more illustrative elements. Little did I know, there's actually a term for this style—"il-icons" or "ilicons."
The most challenging part was finding the sweet spot between keeping simplicity and intertwining unique, stylized elements. I wanted our new icons to stand out in a sea of generic symbols, yet still be flexible enough to use across all our materials. As with many aspects of design, it was about finding the right balance of both.
Developing the Style
To bring the new ilicon style to life, I focused on four key elements:
✦ Custom Brush: Using Adobe Illustrator, I created a unique, uneven calligraphic brush for outlines, giving each icon a timeless, hand-crafted feel.
✦ Texture: A custom pixelated texture was applied as a background, subtly unifying all icons in the suite.
✦ Expanded Color Palette: I extended the brand's color options, introducing new hues and shades to bring life into the previously black-and-white dominated brand.
✦ Scalable Process: With junior designers in mind, I developed a 10-step instruction sequence for creating new ilicons, ensuring the style could be replicated consistently across the team.
Focusing on Results
Key outcomes included:
✦ Enhanced marketing materials, with ilicons helping to explain complex data and services in pitch decks and look books.
✦ A more engaging company website that showcased the brand's personality.
✦ An entire suite of icons that can be utilized for creative projects.
The Big Picture
This project not only transformed More Vang's visual identity but also boosted my confidence in strategic branding and deepened my understanding of design systems. The positive reception from both the internal team and clients reinforced the value of thoughtful, cohesive brand design.
Looking ahead, the scalable nature of this ilicon system positions More Vang for continued visual evolution, allowing the brand to adapt and grow while maintaining its distinctive style.