UNIT

IDENTIFYING MARKS, ICONS AND SYMBOLS

Warming up
Details matter, it’s worth waiting to get it right
Steve Jobs

Exercise 1. Read the text. Pay attention to the unknown words.

Creating an effective logo or sign for a business is more complex than it might first
appear. Review the roles played by marks, icons, and symbols, and then apply your
knowledge to thinking about how you would create signs or logos for different types of
businesses.
Marks, Icons & Symbols
Creating an effective logo or sign means that customers will better remember your
product or understand your message. Taking care in their design is essential for
branding and communicating!
Marks are simple graphic shapes such as a circle or a line, without any meaning on
their own. Combined they mean something, as in the universal symbol for ''No'' or
something that is prohibited.
Icons represent specific objects. We know what they are, such as a cellphone.
Symbols represent ideas. Sometimes they are culturally specific and sometimes
they are universal. When we combine the ''No'' mark combination with the symbol of a
cell phone, we now are communicating the message '' No cellphones allowed''.
Design Scenarios
Here are three different design scenarios. Analyze the use of marks, icons, and/or
symbols for each scenario.
Scenario 1. Tots District Schools prohibits the use of personal electronic devices,
including MP3 players, tablets, e-readers, and cellphones on campus. They want a sign
posted throughout their schools making it clear to all students that this applies
to all electronic devices, not just phones.
 What marks, icons, or symbols fit in an easy to understand sign?
Scenario 2. Mark's Mountaineering Shop advertises online and in specialty
magazines promoting their new branded line of clothing. They want a logo for their
advertising and on their clothing that sets them apart from other outdoor companies like
Patagonia and The North Face.
 What combination of marks can create a logo that meets their goal?
Scenario 3. NothingButGames.com is a website that sells all types of games from
board games to card games and video games. On their website they want to include
some easy to understand graphics that they can put beside each item to indicate what
type of game it is.
 How can they use marks, symbols, and icons to accomplish their goal?
Start by Asking the Right Questions
When tackling these design scenarios, there are several questions to be asked:
1. What is the communication goal of the job? What is the core message?
 2. Who is the target audience for the design? Who is seeing the design (not who is
ordering it)?
3. Are actual words an issue? Is it all images or are words permitted?
4. What is the use? Is there one use or multiple uses?
Answering these questions upfront provides specific design guidance, and can also
help in judging whether the final design

Exercise 2. Answer the following questions.

1. How do we identify the mark? What is it characteristics?
2. What is icon?
3. What are icons and symbols? What are the difference between them?
4. How are symbols used in graphic design?
5. What does icon mean in design?
6. What is an icon in graphics?
7. What does icon explain?
8. What is an icon example?

Exercise 3. Read the text. Use the word in brackets to form a word that fits
best in the sentence.
The Icon
In logo design, an icon is a symbol that conveys strong, universal values and ideas
that make it immediately 1) ____ (recognise). Essentially, it’s a straightforward and
bold 2) _____ (represent) of a company.
While an icon can be in the shape of recognizable item, it’s typically changed in an
abstract way to make it stand out. That adds all the more to it being very memorable.
In a graphic sense, though, an icon can also apply to our digitally obsessed culture
and its immediate 3) ____ (recognise) of icons on our smartphones and apps. Just look
at your smartphone and you’ll see a slew of instantly recognizable icons that serve as
symbols for your favourite apps, such as: Twitter, Instagram, WhatsApp
The Mark. The word ‘Mark: has many 4) ____ (vary) when it comes to marketing:
5) ____ (icon) mark, word mark, combination mark, and trademark – all relating to the
logo and its design. A mark is graphic symbol used to identify a company’s product or
service as distinct from others in the same industry or marketplace and, beyond that, to
give the company an 6) ___ (identify).
Of interest and importance when discussing the mark are the variations you’ll
come across when gazing at logos.
As mentioned, there’s the iconic mark, word mark, 7) ___ (combine) mark and
trademark, all with different features.
The iconic mark uses a graphic symbol to identify the brand’s product and
services. It’s very common for businesses to utilize icons in their branding since they
take a short time for people to process. Plus, they convey ideas more 8) ___ (effect) than
the written word.
In business, some examples of icons are Ralph Lauren, Prada, Apple.
Take the Ralph Lauren polo. It’s universal because many around the world
understand the 9) ___ (signify) of sport, and the symbol of a rider on horseback is easy
to remember. When people see this icon, they instantly associate it with Ralph Lauren,
as it’s so direct and simple.
The word mark is essentially an entity’s logo that’s comprised solely of text – only
typographic design, for the purposes of branding and identification. Many famous logos
are word marks; for example, the Google logo is a word mark.
The brand mark is also about identifying a company and giving recognition to its
unique product or service. Such a mark is a design element that 10) ____ (provision)
visual recognition to a brand.
Answers: 1) recognizable; 2) representation; 3) recognition; 4) variations; 5)
iconic; 6) identity; 7) combination; 8) effectively; 9) significance; 10) provides

Exercise 4. Choose the most suitable word/ phrase for each sentence. The explanation of the words
is given. Make the words grammatically correct where it is necessary.
evolve recognise click repeat deal
incept consistence simple graph define
Icon Design Explanation
Icon designs are small pictures that represent an object or program. Icons are
simple images used in context to communicate something. They are very useful in
applications that use windows because with the click of a mouse button you can shrink
an entire window into a small icon. They are easily 1) ____ (easy to recognize) and easy
to remember. Icons are a major feature of 2) _____ (represented by or relating to a
graph) user interfaces. The origin of its name is interesting. It comes from the Greek
εἰκόνα (“eikona”), meaning “image,” which in turns derives from eikénai (an infinitive),
which means “to be similar”, “to appear.” The word was used first to indicate a sacred
representation painted on a table. Digital icons appeared when the first GUI operating
systems came out, like Macintosh and Microsoft. They were associated with programs
or files, which could be opened double-3) ____ (to make a short, sharp sound, or to
make something do this) on the icon.
History on Icon Design
Xerox Alto initiated the first digital icon design in 1981. Xerox Alto was the first
computer designed from its 4) ____ (the beginning of an organization or official
activity) to support an operating system based on a graphical user interface (GUI), later
using the desktop metaphor. In January 1983, the Macintosh came into play with the
Apple Lisa, using icons designed by Susan Kare. First icons were simple and easy to
recognize. It was the first time a user was 5) ____ (to talk to someone or meet someone,
especially as part of your job) with a click-based operating system. In 1985, Amiga
Workbench introduced coloured icons. Macintosh first, Windows paved the way after,
for the most used operating system in the world, that was mostly made with icons.
Windows GUI system, with its icons and other elements, reigned for years, and
designers from all over the world designed and created icons for the most popular
operating system. Apple began to rise in the early 2000s when Steve Jobs returned to
the company. Since then, Apple design has 6) ____ (to develop gradually, or to cause
something or someone to develop gradually) from year to year, at least in its icons. This
evolution involved any kind of medium with a user interface.
Icon Design- Best Practices
 Let’s see the best way to create the perfect icon design, as visual elements:
 KISS principle “Keep it simple, stupid” (design principle noted by the U.S.
Navy in 1960);
 Keep icons as simple as possible, and avoid unnecessary complication. Icon
designs must be simple concepts for the environment in which they will be used;
 7) ____ (the physical nature of a substance, especially a thick liquid, for
example by being thick or thin);
 Focus on common elements to use in your icons: the first thing to consider is 8)
____ (without any doubt; certainly) the colour palette. Using no more than three to four
colours keeps the icon design clean and simple. Don’t be afraid to reuse elements
throughout your icons. 9) ___ (the act of doing or saying something again) help users to
identify icons and associate them with an action.
 White space;
 Don’t use a crowded space focus on white or blank space around icons it makes
them clear and gives them attention.
 Communication;
 The icon design must communicate. Their task is to transfer visual information
to the user in the 10) ____ (without unnecessary or extra things or decorations) way
possible.
Answers: 1) recognizable; 2) graphical; 3) clicking; 4) inception; 5) dealing; 6)
evolved; 7) Consistency; 8) definitely; 9) Repetition; 10) simplest

Exercise 5. Find the synonyms to the following words in the text above
Exercise 4.
1) activity 6) obtain
2) structure 7) cover
3) connect 8) design
4) demonstrate 9) characterization
5) characteristic 10) optical
Answers: 1) action; 2) system; 3) associate; 4) indicate; 5) feature; 6) derive; 7)
pave; 8) create; 9) representation; 10) visual

Exercise 6. Find the opposites of these words in Exercise 4.

1) distinguish 6) confront
2) simplicity 7) lose
3) retain 8) forget
4) neglect 9) take
5) partial 10) complex
Answers: 1) identify; 2) complication; 3) transfer; 4) support; 5) entire; 6) avoid; 7)
keep; 8) remember; 9) give; 10) simple

Listening. Exercise 7. Complete the sentences with the words and phrases
from the box then listen to the extract and check your answers. (Understanding
Visual Art)
vector; unique; icons; to integrate; introduced; solid; multiple; recognizable;
 suitable; familiar with; symbolisms;
1. The earliest icons were pictures of objects that users were _____, such as office
objects and software programs.
2. The downside to colored icons is that they can be more challenging ____ into a
product’s aesthetic and can even distract users from meaningful content.
3. Universal icons are immediately ____, and usually represent repetitive actions
like home, print, or search.
4. ____ are simple images used in context to communicate something.
5. Icons _____ have been recognized all over the world and have set standards we
still follow today.
6. Colored icons can either have a ____ color or gradient color scheme, and can
make icons appear less formal and more playful.
7. Outlined icons are created by ____ strokes, and are empty inside.
8. Beyond icons, other concepts like windows, menus, and pointers entered our
lives and ____ us to a new way of seeing and using an operating system.
9. There are a lot of different kinds of icons out there, and understanding what each
type is and what they’re ____ for is the first step in using them in your designs.
10. ____ icons represent unique functions or features.
11. Conflicting icons are icons when you have to decide between ____ icons that
commonly represent a single concept.
Answers: 1) familiar with; 2) to integrate; 3) recognizable; 4) Icons; 5) abstract; 6)
solid; 7) vector; 8) introduced; 9) suitable; 10) unique; 11) multiple

Exercise 8. Choose the best sentence below to fill each of the gaps. For each
gap 1-7 mark one letter (A-F). Do not use any letter more than once. One point is
odd out.
A) a symbol of faithfulness and protectiveness,
B) something else in a fairly straightforward way
C) symbol of power
D) the embodiment of male energy
E) abstract concepts or ideas
F) recognizable symbol
G) the text and still be recognizable
The Power of Symbols in Graphic Design
by Shea O'Connor
To demonstrate the effectiveness of signs and symbols in branding, we first need to
differentiate between the two. According to Bruce-Mitford, a sign “is an object or idea
that represents or points to 1) ____.” Think of advertising for example: an ad is a clear
message pointing the viewer to a product. Another example is traffic signs: they clearly
tell you the road rules that you are meant to follow.
Symbols, on the other hand, act to represent 2) ____. For instance, a flame can
represent light, brightness, warmth and creativity. I’m specifically intrigued by
symbolism and how it can be used in logo design.
 In a logo, we often refer to something like Apple’s apple as a mark. Because we’re
talking symbols, I’m going to focus on the mark alone, rather than the typography.
A mark could be….
 An abstracted letter, like the golden arches of McDonald’s.
 A monogram, like Volkswagen.
 An object, like the Twitter bird.
 Completely abstract and shape-driven, like the red, white and blue globe
from Pepsi.
The tell-tale sign of a really strong mark is when it can be used without 3) ____.
Beyond having a strong visual presence, it needs to have a deeper meaning that can tell
a story.
I’m going to share some excerpts from Bruce-Mitford’s book. You’ll recognize
these symbols and likely have your own connotations, but there are some details and
history you may not have been aware of (or at least, I wasn’t!).
Dog - In Greek mythology, Cerberus was the three-headed dog that guarded the
gates of the realm of the dead and acted as a spirit guide. In Judaic and Islamic
traditions, the dog is considered unclean, while in Zoroastrianism it is regarded highly.
Everywhere, however, the dog is 4) ____ of blind love and obedience. The dog is the
eleventh sign of the Chinese zodiac.
Shamrock - Once an Arabian symbol, the shamrock, or clover, was also adopted by
Christians. Its three leaves signify the Holy Trinity: Father, Son and Holy Spirit. The
plant is the emblem of Ireland and of its patron saint, St. Patrick. A four-leaf clover is
thought to bring good luck.
Sun & Moon - The sun and moon have always played a powerful role in imagery.
For many cultures all over the world the sun is 5) ____, light and warmth, and the moon
of female mystery and creation. Both are symbolic of death and rebirth: the sun because
of its daily rising and setting, the moon because of its monthly waxing and waning
between new moon and full moon. The sun’s energy warms the land and ripens crops,
while the moon’s gravity influences the waters, controlling the flow of tides.
Gloves - Originally, gloves were a 6) _____ and were presented at investiture
ceremonies. Until recently, a lady or a gentleman was always expected to wear gloves
in public. To handle something with kids’ gloves is to treat someone or something with
the utmost care.
Answers: 1) b; 2) e; 3) g; 4) a; 5) d; 6) c

Exercise 9. Match the symbols with the explanations. Do you know any other
symbols? What do they represent?
1 Heart a represents divinity and heavenly bodies
2 Ribbon b representative of time’s endless cyclicality
3 Star c symbolic of rebirth and resurrection. They represent
independence, liberty, and balance.
4 Circle d symbolizes commitment, purity, and innocence
5 Diamond e represents something bold and aggressive and symbolize
peace and gentleness.
6 Four-Leaf f champions compassion, vitality, and respect
 Clover
7 Cat g represents luck and good fortune
8 Rhino h symbolizes growth and fertility
9 Orange color i a popular way to show support and raise awareness for
health causes and other movements
10 Leaf j represents creativity, happiness, freedom, success
Answers: 1) f; 2) i; 3) a; 4) b; 5) d; 6) g; 7) c; 8) e; 9) j; 10) h

Exercise 10. Choose the correct words a-d to complete the text.
What Are Icons in Graphic Design?
Icons are everywhere. You see them in logos, at the airport, on charts, and phone
apps. They are a huge part of communication today, since everything we consume is
first and foremost visual information.
Icons are information. They express actions, ideas, or feelings. They communicate
with minimal effort, in a universally (or widely accepted) 1) ____ way. Icons are direct,
straightforward, and to the point. They are simple but accurate. They can be cute,
clever, or slick.
The first thing to understand about icon design is:
Effective icons show only the most minimal characteristics of an object or idea,
and yet they are 2) ____ and undisputable. They are not open for interpretation or
ambuiguity.
An effective icon is able to extract the most essential visual 3) ____ of a thing or
idea in order to make the representation readily recognizable.
Here’s an example:

This image shows two representations of a cat. The photo of the cat represents the
thing as it is, full of richness and 4) ___ details, such as colors, texture, and depth.
Next to it is an icon of a cat. Compared to the cat photo, it is only a very minimal
5) ____ of a cat. And yet, we are able to indisputably tell that that, in fact, 6) ______ a
cat. Some essential elements are the ears, the tail, the whiskers, and the overall
silhouette.
This is the gist of iconic representation. Here’s another thing to understand about
icons:
Because they are a reduction of the thing or idea, they are “lightweight.” This
means that they can be used in many 6) ____, especially those that depend on readily
accessible, reliable communication. This is why icons are everywhere we look and are
used for a ton of graphic design applications.
And, finally:
 Icons are extremely important in graphic design because we, humans are primed to
read and extract information from them. That is:
Icons are useful 7) ____ of information that make our lives easier.
In today’s visual culture, icons are a huge part of our 8) ____ and understanding of
the world around us. We depend on icons for reference, information, and 9) _____ of
actions. We need icons for looking through a large menu, navigating web apps, or
finding our way in a foreign country.
As humans, we depend on icon design, which is why effective icon design is an
10) ____ part of the graphic design profession.
1 a identifiable b recognizable c appreciable d noticeable
2 a accurate b correct c right d detailed
3 a seeing b optical c visual d visible
4 a characterization b representation c description d presentation
5 a presents b symbolizes c shows d represents
6 a contexts b conditions c factors d topics
7 a portion b part c pieces d segment
8 a steering b navigation c guidance d directing
9 a coordination b collaboration c directing d cooperation
10 a main b key c vital d essential
Answers: 1) b; 2) a; 3) c 4) b; 5) d; 6) a; 7) c; 8) b; 9) a; 10) d

Exercise 10. Choose the correct word or phrase to complete the sentences.
Sometimes more than one word is possible.
1. Icon shapes/ colors/ type are bold and geometric. They have a symmetrical and
consistent look, ensuring readability and clarity, even at small sizes.
2. A pictogram is a symbol that carries/ conveys/ brings the meaning through its
resemblance or reference to a physical object.
3. Instead of showing an object, ideograms illustrate the all/ whole/ full idea.
4. Diving into the benefits of icons, one of the most important among them is the
ability to paste/ replace/ cut the text.
5. The process of the research showed that usage of recognizable and clear icons
had great potential in strengthening navigation as most people perceive images slower/
louder/ faster than words.
6. Interactive icons are directly/ straightly/ immediately involved into the
interaction process and are the core supporters of navigation. They are clickable or
tappable and respond to the users request doing the action symbolized by them.
7. Icons are simple graphic representations designed to indicate/ express/ show the
essential visual characteristics of things and ideas in order to communicate or inform in
a direct and universally recognizable way.
8. A(n) icon/ meme/ symbol is a combination of graphic elements that can be used
to represent a brand’s identity, communicating its story and influencing the way it is
perceived by consumers.
 9. The graphic design mark is a mark made with a purpose beyond inherent beauty.
Of course, if the marks are aesthetically pleasing then the message is more likely to be
transferred/ moved/ conducted to the viewer.

10. Marks are simple graphic forms/ structure/ shapes, like squares or circles,
including geometric forms, abstract forms, and organic forms.
Answers: 1) shapes; 2) conveys; 3) whole; 4) replace; 5) faster; 6) directly; 7)
express; 8) symbol; 9) transferred; 10) shape

Exercise 11. Project. Choose one of the Visual symbols, marks or icons, make
a short presentation (about 10-12 sentences) about it. Use the information form the
lesson and retell about your chosen symbols (icons, marks).

https://creativemarket.com/blog/logo-design-terms
https://www.veonio.com/blog/icon-design-for-beginners-32657/
https://www.selfmadedesigner.com/icons-graphic-design/
https://www.smashingmagazine.com/2018/02/user-interfaces-icons-visual-
elements-screen-design/
https://jdreeves.medium.com/a-history-of-symbols-a93626435bd2
https://www.picmonkey.com/blog/52-symbols-meanings-graphic-design
https://rhymeandreasondesign.com/blog/news/the-power-of-symbols-in-graphic-
design/