Icono Visual Identity

Client icono Industry Creative Services

Year 2020

Location Berlin, Germany

Category Visual Guidelines

icono is a Berlin-based design agency creating work across advertising and visual communication. I shaped their branding and built visual elements to carry the identity with clarity, energy, and a strong graphic presence. he logo feels playful and immersive, built around a simple symbol with emotional pull. The eye creates a sense of attention and curiosity, while the heart softens the mark with warmth and human connection. 

The identity extends through a family of eye-led symbols, each one opening a different point of view. Together, they start to form a face playful, human, and easy to connect with. This gives the system a sense of guidance, expression, and character beyond the logo itself.

The color palette balances bold emotion with a softer, grounded tone. The red brings intensity, energy, and heart, while the muted base keeps the identity clean, modern, and approachable.

The campaign used a more provocative and disruptive tone to stop people in their tracks. By leaning into tension, humor, and direct messaging, icono turned a simple poster into something impossible to ignore a bold street-level statement that sparked attention and delivered strong engagement.

The second campaign moved the identity into the streets of Berlin, turning the brand into a bold public signal. Large-scale billboards gave icono a stronger urban presence — direct, cinematic, and built to be noticed in motion.

Stickers turned the identity into small urban touchpoints across Berlin. Easy to place, quick to notice, and full of character, they helped promote icono’s services in a more raw, street-level way making the brand feel active, present, and part of the city.

The collaterals extend the identity into everyday touchpoints with consistency and impact. Business cards, stationery, and branded details carry the same bold red, soft neutral tone, and eye-led graphic language making the brand feel complete and memorable.