An icon is worth a thousand words.

By: Meg Rosenoff, Senior Copywriter

Brand identity is the combination of design and messaging that work together to tell a brand story. There are countless other elements that make up the brand’s identity, such as a color palette, typography and fonts, icons, voice, tone and language. Together, these pieces create the DNA of the brands we know and love.

When creating branding suites in 2022 and beyond, visual simplicity is king. We almost always recommend supplemental graphic elements to our clients when working on branding projects, whether it be patterns, photo overlays or icon sets. If a brand can communicate a message without words, using only images, it defines the essence of future-forward branding.

Iconography plays an important role in telling your brand’s visual story. Icons can be used to enhance written communication, whether it’s digital or printed. They can keep our brand connected to its most simple visual sense. That’s why it was essential for us to create a set of meaningful icons when thinking through our own brand refresh. (Read more about the theory behind our brand refresh here.)

Marketing can be complex, and there are so many teams and specialities that come tougher to create the final product. It was impossible for a single logo mark to capture the entirety of what makes up our brand—and our people. Our brand is egalitarian. That means we value equality and care over all else, as made evident in our core values. Each department and each person deserves something to represent them and what they bring to this company.

Drop | People
Each drop of water is unique. It doesn’t seem like much, but when enough drops come together, they become a storm or a flood—of mindsets, ideas and innovations.

Wave | Work
The work we do is bold. It stands out with a sense of refreshing edge. In the sea of sameness, our Work is the wave that crashes with power, purpose and meaning.

Cloud | Creative
A cloud is ever-changing, and looks different to every set of eyes that sees it. Much like clouds, every Creative idea is unique to the one who owns it.

Ice | Media
Sturdy, unwavering and logical, our Media team serves as an objective foundation from which we’re able to transmit powerful messages.

Splash | Social
Meaningful ideas with strategic influence make a splash. Social Media could only be the form of water that seeks to disrupt and grab attention.

Ripple | PR
One small ripple has the power to cause tsunamis. And like ripples, just one thought spurred by strategic Public Relations can affect a million.

Reflection | Account Service
The work we do for our clients directly affects us. The Account Service team serves as the reflecting source our clients need, being the advocate they deserve.

Give us the opportunity to evaluate your brand identity, through the lens of forging an emotional connection to a brand is made immediately through a visual experience. When that visual experience has powerful meaning behind it, the impact is profound. Reach out to our COO Douglas White to learn more.