UKG is an all-in-one human resources and workforce management solution, and we had the opportunity to collaborate with their in-house creative team on developing a bespoke brand icon language based on their newly developed identity. The icon language was intended to guide and navigate users through the website, as well as their award-winning desktop and app interfaces

Various aspects of the new UKG logo was used as inspiration for the iconography, including line thickness, negative spacing, shapes, curves and line breaks, to achieve a cohesive set of bold icons that reflects the brand’s friendly personality.

We helped create a guide with grid specific guidelines in order to craft a coherent design language which also enabled further in-house production as needed. Numerous iterations of shapes, colours and space were tested to arrive at a comprehensive and cohesive set of icons that not only looked great but also aligned with UKG’s values and messaging.

Modifiers are used to add an additional layer of meaning or context to icons. They can help indicate a different icon state (for example when an item is completed) or divide icons into specific subcategories (for example when an icon involves a team).

The result is a library of about 150 bold icons being utilised as one of the main brand language elements throughout the whole world of UKG. It’s been used extensively in various marketing and branding materials, adding consistency and visual appeal to the overall brand image. The icons have also been well-received by customers and employees alike, contributing to a more positive and engaging brand experience.