Brand guidelines
Icons
One family, drawn for the firm: a 24px grid, round caps and joins, no fills. The same drawings come in three weights, so an icon reads the same at 16px in the sidebar and at 48px on a slide.
01 · The family
68 icons, three groups.
The site: one icon per page, used by the sidebar and the phone. Disciplines: the work the firm does. Interface: arrows, controls and states. Select an icon to download its SVG.
The site · 17
Disciplines · 26
- Operational excellenceoperations
- Communicationscommunications
- Leadershipleadership
- Change managementchange
- Process improvementprocess
- Learninglearning
- Advisoryadvisory
- Designdesign
- Data and analyticsdata
- Science and researchscience
- Innovation and IPinnovation
- Commercializationgrowth
- Health and life scienceshealth
- Research and developmentresearch
- Government and policypolicy
- Regulatory and compliancecompliance
- Risk managementrisk
- Business and financefinance
- Human capitalpeople
- Grants and fundinggrants
- Contracts and acquisitioncontracts
- Teamworkteam
- Measurementmeasure
- Straight talkclarity
- Resultstarget
- Custom fitfit
Interface · 25
- Arrow rightarrow-right
- Arrow leftarrow-left
- Arrow uparrow-up
- Arrow up rightarrow-up-right
- Chevron downchevron-down
- Chevron rightchevron-right
- Chevron leftchevron-left
- Plusplus
- Minusminus
- Checkcheck
- Closeclose
- Menumenu
- Lightsun
- Darkmoon
- Searchsearch
- Downloaddownload
- Opens elsewhereexternal
- Playplay
- Pausepause
- Locationpin
- Datecalendar
- Timeclock
- Copycopy
- Filterfilter
- Replayreplay
02 · Weight
Three weights from one drawing.
Regular (2px) at 16px in interface chrome, where it matches Lucide, as Primer uses it. Line (1.5px) at 20 to 24px. Light (1px) at 32px and up.
Regular · 2px · 16px
Line · 1.5px · 24px
Light · 1px · 48px
03 · In use
Chips, rows and the phone.
An icon rarely stands alone. In cards it sits in a chip, in lists beside its label, and on the phone as an app tile.
Chips
32, 40 and 48px chips on a Sky tint, or a hairline. Corners 8 to 12px.
Rows
- Government & PolicyRegulatory navigation
- Grant & Funding StrategySecured resources
App tiles
Tiles step from Midnight to Sky; glyphs are white on the four dark steps and Midnight on the three light ones, so every icon clears 4.5:1.
04 · Rules
Drawing a new one.
Always
- A 24px canvas with 2px padding; circles no larger than radius 8.5, squares 16 wide.
- Round caps and joins; corners of 2px on rectangles, 1.2px on small parts.
- At least 2px between parts, so the icon holds at 16px.
- Strokes only. A filled dot is allowed to mark a point (a center, a warning).
- Color follows the text: currentColor, never a second color inside one icon.
Never
- Mixing filled or duotone icons with the line set.
- Sparkles, magic wands, diamonds and gems, in any form, and none drawn for us.
- Emoji, robots, rockets, light bulbs over heads, glowing brains.
- Color-coding meaning (red bad, green good). Use words and shapes.
- Icons as decoration with no label nearby, except in the sidebar and on the phone.
