Icon system, luxury travel client

Role

Visual designer

Travel experience icons

In addition to consistent line weight and using outlined shapes and no filled shapes, these icons incorporated curved lines, sometimes using a circular “boundary” along an outer edge of the icon. While this was for a luxury brand, incorporating curved forms evokes a feeling of comfort and hospitality. Styles associated with luxury often feel cold and uninviting. That was a challenge with this brand.

Crucially, I also designed a style guide and file template for the creation of future icons, which my fellow designers tested by designing some icons for the system.

These icons indicate a particular travel experience, like beaches, food and wine, and wellness.

Examples of icons in use. The best practice is to pair icons with descriptive text. This is more clear and accessible, no matter how great a particular icon is.

An elegant diamond icon indicates exclusive benefits that members can access. This becomes an attractive visual motif on travel experiences across the site.

Previous icon examples

Previous iconography. These feature circular container shapes, but are less sophisticated overall.

Utility icons

These are for web functionality. Wherever possible, we followed the patterns established by the more decorative travel experience icons, like curving lines, and a preference for outline over fill.

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Committee for Children