While a logo has the luxury of space to represent a brand, an icon faces a much tougher challenge. This simplified version must capture the essence of your brand with far fewer elements, often in a fraction of the size. But what exactly makes a great icon, and why is it so essential for your brand's identity?
An icon, sometimes referred to as a logo mark, is typically a simplified version of the logo without any text. It’s used in situations where a full logo might feel excessive or when space is limited—think of browser tab icons, also known as favicons. Because icons are often displayed in small formats, they must be designed to be visually strong and instantly recognisable. A well-crafted icon ensures that a brand remains distinctive, memorable, and easy to identify, even at a glance. It's a small but powerful tool that reinforces brand recognition wherever it appears.
Brandchef's icons for Akai, David's Hilversum, Slagerij Ten Wolde, LTB and Mister Highland
Door hangers and menu
Icons have gained popularity for their simplicity and are increasingly being used across various industries. While tech companies often employ them for application imagery, restaurants, hotels, and beverage brands can also benefit greatly from icons. Icons can feature on labels, packaging, door hangers, or menus. They work especially well in spaces where your audience is already familiar with your brand. Whether used as a standalone graphic element or to complement your logo, icons help solidify brand identity. The true strength of an icon lies in its simplicity, thoughtful colour choices, and clean design. In a world overwhelmed with information, icons make brands more clear and visually engaging.
- High recognisability
- Emotional connection
- Versatility across applications
Distinctive icon
An icon must resonate with its target audience and stand out from competitors through originality. Successful examples like those from Tripadvisor, Bacardi, Nike, and Albert Heijn show how effective icons can create instant recognition and evoke strong emotions. While your icon might not immediately achieve the same level of familiarity—largely due to the significant marketing efforts behind these iconic brands—it can still play a vital role in reinforcing your overall branding. By integrating an icon into your materials, you subtly create a consistent, omnipresent, and cohesive brand experience.
Need a new logo or icon, or think your current design could use a refresh? Feel free to reach out to us.
Related Post
Brandchef is een zusterbedrijf van Typhoon Hospitality, een pr- en marketingbureau dat is gespecialiseerd in marketing, communicatie en social media voor de horeca.
© Brandchef