Iconography

I led the creative direction of a new icon system for British Airways, designed to be distinctly ownable across the business. Inspired by the sketch of an engineer, the style is defined by a hand-drawn tapered line that gives each icon a considered, human quality. The guiding principle was simple: every stroke must have purpose, representing the essence of a subject with simplicity and elegance. I have overseen hundreds of icons commissioned in this style, building out a library used throughout the entire customer journey, from ba.com and check-in desks to lounges, menus and the inflight entertainment system.