Design Brief:
For this project I was tasked with designing icons that represent each of the twelve brand archetypes.
These Icons were designed as part of the visual language system within the Totem in house brand.
These Icons were designed as part of the visual language system within the Totem in house brand.
Process:
As with all of my design work, the process begins with analysing the brief. The design work needed to be: On brand, concise, playful, and consistent. I also did some light research on what semiotics are best to use for each archetype. Once this is done I can begin sketching concepts before following through on the design.
Application:
The icon set are now used in presentations and videos that explain how Totem use brand archetypes in their work.
I designed an archetype wheel to go with the Icons. I am also responsible for the motion graphics in the video attached in this case study.
