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The Role of Business Branding

Branding and corporate identity play a number of crucial roles in your business, helping to differentiate you in competitive markets by defining and communicating your unique proposition, personality, and positioning. Consistent branding across various touchpoints helps to build recognition, instils credibility and fosters emotional connections. A strong corporate identity also influences how consumers perceive your business. And, internally, a well-defined corporate identity will resonate with employees, aligning them with your mission, vision and values.

At marketing deluxe, we’re all about creating your competitive advantage in the wild, wild world of the market. And one seemingly tiny aspect, the icon, is part of how we do it.

Icons and Branding | Corporate Design | Marketing Deluxe
Icons and Branding | Corporate Design | Marketing Deluxe


In the world of branding and corporate identity, icons play a pivotal role in conveying meaning, establishing recognition, and fostering connection with audiences. These small but mighty visual elements serve as powerful symbols that encapsulate a brand’s essence, values, and offerings in a succinct and memorable manner. From logos and app icons to website navigation and packaging design, icons are ubiquitous across various points of contact, shaping the way consumers perceive and interact with brands. In this blog, we delve into the significance of icons in branding, exploring their design principles, psychological impact, and strategic implementation to create compelling and cohesive brand identities.

Icons are hard workers that serve a raft of function: they provide orientation, create order, and even tell a story. They can include anything from a ‘shopping cart’ button to a symbol that defines your brand. Austere or light-hearted, linear or minimalist, in colour or monochrome – icons are highly versatile and an essential part of good corporate design.

Often used to convey complex ideas or actions in a simple and intuitive manner, icons serve as visual shorthand, quickly communicating concepts or actions. For example, a magnifying glass icon commonly represents search functionality, while a shopping cart icon represents an online shopping feature.

Icons and Branding | Corporate Design | Marketing Deluxe
Icons and Branding | Corporate Design | Marketing Deluxe

They also play a crucial role in enhancing user experience, helping users quickly identify functionalities and options, making interfaces more intuitive and user-friendly. To achieve this, icons need to be responsive, meaning they adapt to different screen sizes and orientations seamlessly. Responsive icons ensure a consistent and user-friendly experience across various devices, including smartphones, tablets and desktops.

Icons are often compact and require less space compared to textual descriptions. This makes them ideal for various design applications, especially in digital interfaces where screen space is limited. Additionally, icons can scale well across different sizes without losing clarity, making them versatile for use in different contexts.

Icons and Branding | Corporate Design | Marketing Deluxe
Icons and Branding | Corporate Design | Marketing Deluxe
Icons of Identity

Icons can become integral elements of a brand’s visual identity. Consistently using specific icons across various materials and platforms helps reinforce brand recognition and recall. Over time, these icons become associated with the brand, enhancing its overall identity.

When used effectively, icons contribute to the overall visual appeal of corporate designs and can add a touch of personality and creativity to branding materials, websites, apps, and other communication channels. Incorporating icons into corporate design helps maintain consistency across different brand touchpoints. When a consistent set of icons is used across various materials and platforms, it creates a cohesive and unified brand image, reinforcing brand identity and professionalism.

Icons and Branding | Corporate Design | Marketing Deluxe
Icons and Branding | Corporate Design | Marketing Deluxe
Universal Language

Well-designed icons can transcend language barriers and cultural differences, making them universally understandable. This aspect is particularly beneficial for international companies. However, it’s important to ensure that the chosen icons are culturally appropriate and don’t inadvertently offend or confuse users from different backgrounds. Having an international team, such as our very own TEAMD, certainly helps in this respect!

All these are reasons why developing custom iconography that reflects our clients’ brand personalities and values while maintaining consistency with other brand elements is so important to us. Off-the-shelf solutions are available and often free, but do not meet the needs and market ambitions of our projects and clients. We have successfully developed many a brand in our time, enhancing our clients’ corporate identities with a raft of expertise. Icons may seem like a small fry, but we know they’re worth thinking long and hard about as they can really enrich your brand and thus your presence on the market.

Icons and Branding | Corporate Design | Marketing Deluxe
Icons and Branding | Corporate Design | Marketing Deluxe

The marketing deluxe design studio focuses on branding and packaging with a repertoire of clients on two continents. Building strategic design alongside a strong communication strategy is one of the core strengths of our international marketing agency. Startups and new hotel openings have been transformed into successful brands.

Verena Obrist

Art Director

A passionate graphic designer and artwork specialist, Verena transforms current trends into distinctive designs.

Photocredit: ©marketing deluxe

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