Brand Identity Essentials

17 Symbol Vocabularies

Many identity programs integrate a system of symbols, drawing on the graphic identity as a foundation or touchstone for a symbol vocabulary. Extending a mark in this way adds to the brand meaning with a specific function. In a corporate literature system or website, one symbol might suggest sales collateral while another suggests training materials. At the 2014 Winter Olympics in Sochi, Russia, this icon might represent ski jumping, that one, snowboarding.

Symbols should be clear, but often they assume a level of user learning. Provided you use them consistently, your symbol vocabulary will become familiar to your audience and immediate recall will increase. In the U.S., drivers don’t think twice about the meaning of a ...