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Iconography & graphic elements

Custom icons and graphic elements that bring visual consistency across your brand

The details matter in branding — and iconography is often where a brand finds its most distinctive visual voice. Custom icons, graphic patterns, and supporting elements do more than fill space. They reinforce personality, create visual consistency, and give your brand a distinctive aesthetic that sets it apart. Iconography and graphic element design creates a library of visual assets built specifically for your brand. Usable across digital, print, and social, they make your communications feel more complete — and unmistakably yours.

What Is Our Iconography & graphic elements Service

Iconography and graphic element design is the creation of a custom library of visual assets — icons, patterns, illustrations, graphic shapes — that form part of your brand’s visual language. These elements support your wider identity system, creating visual consistency and personality across digital interfaces, print materials and marketing communications.

Why Choose Our Iconography & graphic elements Service

You need this when your brand’s visual identity feels incomplete — when other brands in your space have a distinctive graphic language that yours lacks, when your digital products or marketing materials need a cohesive set of custom elements to work with, or when your design team spends time creating one-off graphic elements that should exist as a defined system. It’s also relevant when you’re building a design system and need all the visual components to be defined and documented.

What's Included In Our Iconography & graphic elements Service

This service includes the design of a defined set of graphic elements — patterns, textures, icons, shapes, illustration styles or other visual devices — that form the supporting visual language of your brand. It covers the rationale for each element, usage rules and application examples. Delivered as a graphic elements guide and associated design files for use by in-house teams and agencies.

The brands that feel most complete aren't the ones with the most design elements — they're the ones where every element belongs. Iconography and graphic assets create the visual language that ties a brand together, making every touchpoint feel like part of the same considered, coherent whole.

Harry Morrow, Director - We Do Your Marketing

Why We’re Different

Most marketing companies focus on channels and tactics.
We focus on reaction.

Before selecting platforms, formats, or media spend, we define how your audience thinks, feels, and decides. We use behavioural psychology to understand what will capture attention, build trust, and motivate action — then choose the channels that best support that outcome.

Every channel we use has a clear purpose, a defined role, and a measurable objective. Nothing is done “because it’s popular” or “because it’s expected”.

The result is marketing that feels natural to engage with, works across multiple channels, and is designed to deliver meaningful, long-term results.

Want to see how this approach works in practice?

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Iconography & graphic elements Prices

Helpful resources, expert guidance, and tools to support your Marketing decisions.

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Frequently Asked Questions About Iconography & graphic elements
We have complied a list of questions that are often asked about Iconography & graphic elements and how it can help your business. If you can’t see the answer to a question you have, please contact us today!
It’s a defined set of visual devices — patterns, shapes, textures, icons, illustration styles or other graphic components — that form the supporting language of your brand identity. These elements give designers a visual vocabulary to work with beyond the logo and colour palette.
A logo alone can’t carry all the visual work your brand needs to do. Graphic elements provide the texture, flexibility and distinctiveness that allow your brand to feel coherent across a wide range of formats and contexts.
Depending on the brand, this might include a pattern system, a set of icons, an illustration style, a photography treatment, a shape system, data visualisation templates or any other visual component that complements the core identity.
Graphic elements are the raw components — the visual building blocks. Templates are pre-designed layouts that use those components. Graphic elements feed into templates, but they also give designers the freedom to create new applications that aren’t templated.
Most projects take four to eight weeks, depending on the number and complexity of elements being developed. Icon sets and pattern systems typically take longer than simpler graphic devices.
Yes. Elements are delivered in the appropriate vector formats for use in design software, alongside guidance on correct use and any restrictions on how they can be applied.
Yes. Graphic elements are often developed as a complementary system to an existing logo and colour palette, extending the visual language without changing the core identity.
Inconsistent use of graphic elements creates the same problem as inconsistent use of any brand element — it dilutes distinctiveness and makes the brand feel fragmented. Usage guidelines and team training are both important for maintaining consistency.
They should be reviewed. If other elements of the brand have changed significantly, the graphic system may need to be updated to remain coherent with the rest of the identity.
Yes. A well-designed graphic elements system is built to work across print, digital, social, video and environmental contexts. Channel-specific guidance is included to ensure elements are adapted correctly for each medium.