Over the past couple of months we’ve been overhauling newsletter and catalogue design templates for one of our key clients. Newsletters are always interesting to design, since they have to be fresh and familiar month on month, both at the same time.
Icons are a great way to create familiarity and predictability of content. But, while most icons are designed to be visual cues to navigation or simplified signage, what we are trying to create here goes a little bit beyond. We’re trying to create a brand identity for a brand that doesn’t really exist as a tangible thing in the offline world (It’s a loyalty program that brings many different merchants to a single platform, but has no outlet of its own. All brand experiences are digital or through call centres.)
What these icons convey are not just directions for use, but also key brand benefits like “earning points”, “getting rewarded’. They’re creating a simplified brand voice that customers can relate to at an instinctive level.