Iconography

Iconography is the set of symbols or icons a brand uses to communicate ideas quickly and clearly. These icons are designed to work together visually, using consistent shapes, line weights, and styles.

Why it matters
Icons help people scan, understand, and navigate information faster. When iconography is consistent, it reduces confusion and supports usability while reinforcing the brand’s visual identity.

What iconography is not
Iconography is not decorative filler or a mix of mismatched symbols. Random or inconsistent icons can distract users and make a brand feel disorganized or harder to use.

Where this shows up

  • Website navigation and interfaces
  • Product features and instructions
  • Educational or informational content
  • Packaging and wayfinding systems

Related terms