Creating a style which is fresh and new while respecting the familiarity and heritage of previous style, and enabling developers to express their own brands seamlessly.
Refine, refine and refine again to create the best icon that is easily understood by all.
An extensive library of over 200 icons created to represent the full range of applications and services, tested globally to ensure understanding and ease of use.
Implemented across all consumer devices and marketing touchpoints in all global markets, building an iconic unified brand identity.
The iconography became an important branded asset and was used to create a sense of the brand and give impact across a wide variety of marketing.