Problem

As we shaped out the generation lead flows for Haaven it was clear we needed a set of icons that were habitation specific to highlight features, materials, furniture, dimensions, etc of the Hazel tiny home. This wasn’t part of the brand delivery from Pentagram so was a conscious addition to the brand system.

Why custom icons?

It doesn’t always make sense to create a custom icon family. It takes time and commitment to maintain overtime. In many cases you can use an existing icon library that fits the overall style and simply does a good enough job within the user interface. But for Haaven it made more sense to create a custom set of icons for a couple of reasons.

First, it was a brand choice. As a design first driven company they wanted control over every aspect of their brand design and to remain true to the brand direction created by Pentagram. Secondly, the specific use cases where the iconography would be used was not something included in the usual icon libraries. This was a natural direction for a design-driven brand where iconography could add value by elevating the brand experience.

Result

I created a small family of 20 bespoke icons that extended and honoured Pentagram’s brand style. They were used across the lead generation flows including the product detail page, configurator, permit checker, and more.