We were asked by “Wer liefert was” to rethink their service product icons. With the continuous introduction of new products, their current icon set was feeling outdated and difficult to scale.
We created a completely new concept, making icons feel more approachable and meaningful. We distilled sometimes complex products into singular easy-to-understand concepts that we translated into simple symbols.
Visually we invested heavily in the core brand elements, reusing shapes found in the company logotype and sticking to the primary brand colours.
The outcome is a set of icons that is unique to the brand — making sure that sales communication feels coherent, confident and easy to understand.
Brand strategy, icon design, naming.
During the work on the icons we soon realised that the company's colour palette was overly complicated and poorly defined. This was creating confusion both internally and externally. We radically reduced the number of colours, refined the secondary colours, and defined clear guidelines for their usage in print and online.