Icons

An icon is an image that is used to represent something. This could be an action (eg ‘call me’, represented by a phone icon),  a service (eg an icon of a washing machine to show that you repair washing machines) or an object (eg a computer to represent ‘email me’ or tell your audience ‘I fix computers’.) 

You need to think carefully about what you want the icon to represent, how clear it is to your audience, and also how you’re going to use that icon.

You may also use a social media icon, which is an icon already known to your audience, such as a Facebook icon, but you may choose to use this in your own brand colours to fit in with your own brand identity, rather than sticking with its original colour. 

You can also have an icon within your own branding, which could be used to represent your business without using your full logo all the time. This is especially useful if you have a long company name or a very complex logo; sometimes you may not want to include the whole logo, and an icon, or sub logo, could work well for things such as social media posts, branding your posts/images without using up all of the available space with a large logo.

Mascots

A brand mascot is a character designed to represent your business or an area of your business. Here are a pair of koalas I designed which will be used to promote dance classes for young children. 

A mascot can be used as an ambassador for your business, helping you gain recognition. Big businesses such as McDonalds use a mascot, Ronald McDonald, or the Michelin man for Michelin Tyres. The character can be used as a part of the company’s logo or separately in your marketing materials.

Do you use icons or mascots? Or do you think they could be something useful for your business? I'd love to hear from you if you need any design help (especially if I get to draw some more cute characters!!)