While the building blocks are the same for all fonts, how they come together can vary wildly. Some are sharp some are rounded some are thick some are slender some are geometric some are organic some are streamlined some are detailed some are crowded some are spacious - and just about a million other variations. This means you’ll need to take the design of your brand’s fonts into consideration when selecting your brand’s icons.ĭifferent fonts use different shapes and lines to create their signature look. Looka’s circular icons and Looka’s primary brand font, Circular Bold.įonts are more than just a way to communicate - they’re design features in and of themselves. This might mean choosing analogous, triadic, or complementary colors for your brand’s icons. If you’re planning on picking colors outside of your brand’s usual scheme, look for colors that work well with your brand colors. While your icons don’t necessarily need to match your brand colors exactly, they shouldn’t clash with them. Many brands establish one or two signature brand colors to use across their logo, websites, marketing assets, and more. Temperature is the relative warmth or coolness of a color, depending on where it sits on the color wheel.Īs you select your website’s icons, begin by matching your brand’s color scheme. Darker, muted colors have more black, while softer pastels incorporate more white. Lightness (or value) is the relative amount of black or white in a color. Saturation is the intensity of the color being used, or how close it is to the purest version of a color. Creating continuity between your brand’s colors and your icon’s colors requires two considerations: color scheme and color quality.Īside from getting the hue - or absolute color - correct, you’ll also want to consider saturation, lightness, and temperature.

Matching Icon and Brand ColorsĪ look inside Looka’s color palette, which leverages secondary and background colors across icons.Ĭolor is the most straightforward aspect of your brand’s design to match in your icons. As you select your icons, you’ll be aiming to align these with your brand’s colors, fonts, and imagery. These three components are color, line, and shape. Icons similarly have three main components to them, though they’re a bit different than the building blocks of your brand’s design. Now that you know the three components of brand identity you’ll be referring to, let’s turn our attention to your icons. But for the context of your website’s icons, it’s the visual side of your brand identity that will guide your choice of icons - specifically, your colors, fonts, and imagery. It’s important to note that brand identity is a bit more complex than just colors, fonts, and imagery. It’s the way customers come to identify your brand as your brand. These components can act alone or come together to create a variety of new assets and materials, including logos, business cards, websites, and more.īrand identity is the toolkit companies use to create a unique impression. Beneath the brand identity umbrella, you’ll find specific brand design components like your color palette, typography, shapes, and imagery. Simply put, brand identity consists of the tangible brand elements that a company uses to portray itself in a certain way. While I’m using this term in the context of design, it’s important to understand exactly what it means and how it relates to your brand’s icons. A Bit About Brand Identityīefore we go any further, let’s touch on a term I brought up in the introduction: brand identity.

With icons that speak the same visual language as your brand, you can give customers the cohesive web experience they deserve. To help you find icons that fit your brand, I’ve put together a few simple steps you can take. That means choosing icons with your brand’s design in mind. To keep your brand connected, you need to start looking at your web icons as a part of your visual brand. Without a sense of connection between your icons and the rest of your design elements, you create an inconsistent impression - and an inconsistent experience. If you haven’t chosen your icons with your brand’s design in mind, there could be a disconnect between the two. It’s this pairing that can cause problems for your brand. Whether you’re using them to enhance or replace written communication, you’re likely using them alongside key components of your brand identity - including colors, fonts, and imagery. Wherever you’re using them on your website, icons play an important role in telling your brand’s visual story. Matching Your Icons to your Brand’s Design

Matching icons