The ICON brand redesign was initiated to match the ambitious vision of the business and the potential it saw for growth in new categories. The brand needed to look modern and self-assured. It needed to be approachable yet professional while reflecting the goal of becoming Australia’s leading creative communications agency. In designing this, we aimed for simplicity, adaptability and calculated flair. The new design embraces this with clean lines, a playful variety of icons, modern typography and a well-considered layout. It’s an update that brings the ICON brand into the now, combining fresh, modern design cues with a balanced approach blending business, creativity, colour and confidence.