Brand Guidelines

Brand Guidelines

Iconography

Iconography Style

We have developed a distinct and ownable icon style that is simple to replicate consistently. The icons are designed to be minimal but not overly simplified—just enough detail is included to add character without losing clarity.

To ensure cohesion with our overall design system, we follow specific guidelines, the most important being the use of large colour areas to help with colour saturation.

Setup & Approach:

  • Icons are set to 300px wide.
  • The artwork zone ranges from 200px to 220px, depending on what provides the best balance for each icon.
  • All gaps around solid shapes use a 10pt black stroke.
  • All white lines are set to 10pt.

Any new icons created are subject to approval by the Brand Team.

Please get in touch with us via our Contact Form.

A diagram of a trophy icon within a 300px square, used to show icon setup and sizing rules. The artwork area ranges between 200px and 220px depending on the icon’s shape. Solid shapes are surrounded by a 10pt black stroke, and white line elements are set to 10pt. Demonstrates how icons are proportioned and balanced within their frame.
A grid of nine white symbols: magnifying glass, hand with heart, clock, microscope, calendar, clipboard, group of people, wrench, and megaphone. Demonstrates consistent icon style and line weight in white-on-black design.

Iconography Colour Usage

Our icons can use any of our brand colours and always appear within a square shape.

When placing icons on pastel or white backgrounds, the square should be black, and the icon itself should match the background colour.

If the background is purple or black, the square should be white, and the icon should match the background colour (purple or black).

These rules help our icons to stand out.

A row of green icons on black square backgrounds, including a magnifying glass, hand with heart, clock, microscope, calendar, clipboard, group of people, wrench, and megaphone. Part of a gallery demonstrating brand-approved icon colour variations. This version follows brand guidelines for use on green backgrounds: the icon matches the background colour, while the square remains black to ensure visibility and consistency.

Green

A row of blue icons on black square backgrounds, including a magnifying glass, hand with heart, clock, microscope, calendar, clipboard, group of people, wrench, and megaphone. Part of a gallery demonstrating brand-approved icon colour variations. This version follows brand guidelines for use on blue backgrounds: the icon matches the background colour, while the square remains black to ensure visibility and consistency.

Blue

A row of white icons on black square backgrounds, including a magnifying glass, hand with heart, clock, microscope, calendar, clipboard, group of people, wrench, and megaphone. Part of a gallery demonstrating brand-approved icon colour variations. This version follows brand guidelines for use on white backgrounds: the icon matches the background colour, while the square remains black to ensure visibility and consistency.

Black

A row of coral icons on black square backgrounds, including a magnifying glass, hand with heart, clock, microscope, calendar, clipboard, group of people, wrench, and megaphone. Part of a gallery demonstrating brand-approved icon colour variations. This version follows brand guidelines for use on coral backgrounds: the icon matches the background colour, while the square remains black to ensure visibility and consistency.

Coral

A row of icons in black on white square backgrounds, including a magnifying glass, hand with heart, clock, microscope, calendar, clipboard, group of people, wrench, and megaphone. Part of a gallery demonstrating brand-approved icon colour variations. This version follows the guideline for use on black backgrounds: the square is white, and the icon colour matches the background for visibility and contrast.

White

A row of lavender icons on black square backgrounds, including a magnifying glass, hand with heart, clock, microscope, calendar, clipboard, group of people, wrench, and megaphone. Part of a gallery demonstrating brand-approved icon colour variations. This version follows brand guidelines for use on lavender backgrounds: the icon matches the background colour, while the square remains black to ensure visibility and consistency.

Lavender

A row of purple icons on white square backgrounds, including a magnifying glass, hand with heart, clock, microscope, calendar, clipboard, group of people, wrench, and megaphone. Part of a gallery demonstrating brand-approved icon colour variations. This version follows brand guidelines for use on purple backgrounds: the icon matches the background colour, while the square remains white to ensure visibility and consistency.

Purple

A row of yellow icons on black square backgrounds, including a magnifying glass, hand with heart, clock, microscope, calendar, clipboard, group of people, wrench, and megaphone. Part of a gallery demonstrating brand-approved icon colour variations. This version follows brand guidelines for use on yellow backgrounds: the icon matches the background colour, while the square remains black to ensure visibility and consistency.

Yellow