For example, Dunkin’ Donuts® uses a “running” stick figure icon on many of their products, and in their television advertising. Used in this way it is both an icon, and, part of their corporate identity / brand program.

Using icons to segment your products and services, optimize customer comprehension or to communicate concepts can be very effective. Confused customers = lost sales. Icons are an excellent solution to this problem. If some of your products or services are similar, a differentiating icon is a great way to distinguish one product from another. Icons can be used just about anywhere, in sell sheets, on business cards, in brochures, or to differentiate sections on you website.

Below are three types of icons.

Flat.  Simple and effective. Stylized tools, flat icons are usually uniform in color and without relief (dimension). They are commonly an abstraction, and, in some manner, represent a product or service. The Dunkin’ Donuts® running stick figure is an example of a flat icon.

2D Relief.  Very effective and fairly stylized, 2D relief icons are usually uniform in color but always include relief (dimension). They appear to be somewhat three dimensional, but they are not. They are commonly an abstraction, and in some manner represent a product or service. The Sony Ericsson® logo is an example of a 2D relief icon.

3D.  Very effective and very stylized. 3D icons are highly flexible and extremely versatile. They are “truly” 3D and can be animated for use on websites and in promotional multimedia tools. They are commonly an abstraction, and in some manner represent a product or service. The Sony Ericsson® logo is an example of an icon that is perfectly suited for 3D. Most well developed 2D icons can easily be transformed into a 3D version.