Digital and Branding
Territory Projects
Brand Content

Iconography for a Design Icon

Title: The Guardian – Iconography
Clients: The Guardian
Categories: Branding & Identity

When the UK’s leading independent newspaper needed a suite of icons to support its digital redesign, Territory stepped in to define and craft a bespoke system.

As part of a complete redesign of the Guardian’s digital channels, we were approached by Creative Director Alex Breuer with a brief to define and craft a consolidated system of icons for use in the new app and online services. In collaboration with the Guardian’s digital team we began by exploring the paper’s notable typeface elements and the adaptations that would bring it to life in digital, as well as user journeys and expectations of icons as wayfinding systems.

Read more

The Template

Territory's icon guidelines were rolled out across the website and mobile apps.


To ensures legibility on­screen and consistency throughout, we took special carernrnto design the icons that retain fidelity when used at small sizes.

Pixel Grid

Using a defined pixel grid as the bases for construction template, we ensured fidelity at avery point size across platforms and devices.

The Icons

Based on the inherent characteristics of Guardian Egyptian (a typeface originallyrnrncreated by Christian Schwartz and Paul Barnes) an initial set of 75 icons have been developed to complement the typeface and communicate the same design language.


If you would like to talk to us about any upcoming projects
please get in touch using the details below:

For Digital and Branding Projects:
Territory Projects
5th Floor, 4 Berry Street, London EC1V 0AA
+44 (0)203 947 3700