Iconography
Icons are concise, recognizable symbols that express complex ideas. As users grow familiar with our iconography, they navigate more intuitively—understanding actions at a glance. Icons also bring brand character into the smallest interactions. Our approach to form and metaphor adds clarity and subtle wit.
Library
Icons are used primarily in product and select marketing contexts where clarity and function are essential, helping communicate actions, states, and information quickly and consistently.
Aligning to typography
Icons and typography work together as one system, with Cash Sans guiding the line quality of our iconography.
Form
These formal qualities are like ingredients. Each icon draws on them in different amounts. One may lean geometric, another more organic. No single icon uses everything—it’s about balance.
Consistency
Shared design elements create rhythm across icons. Because many icons are visually or conceptually related, there are opportunities to repeat key treatments and unify the set.
Metaphors
Strong icons rely on clear metaphors—start broad, then refine toward something recognizable but fresh, avoiding clichés when possible. Elevate familiar ideas with more distinctive choices (like a French press instead of a mug), and favor metaphors that naturally suggest movement or form to add visual energy.