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Graphic elements are design elements that visually summarize information. We use three types of graphic elements: icons, illustrations and infographics.



Icons are graphic symbols designed to quickly convey an idea, concept, operation or action.

Narrative Illustrations

Narrative illustrations are a creative combination of vector elements (people, devices and environments) designed to depict a scene or tell a visual story.

Network Diagrams

Network diagrams are stylized representations of the connectivity, data flow or sequence of events within a system or scenario. Successful network diagrams use clear visual language to make complex systems simple for any reader to understand.


With minimal detail, icons should be easily recognizable and understood immediately. They are designed to represent ideas, concepts, actions or functionality.


Our iconography style complements our brand, clearly articulating complex information in a simple, direct design and conveying meaning with purpose. Simple outlines and a limited color palette make our designs easy to understand, even at a thumbnail size.


Icons are created in a single color from our color palette. We do not use multiple colors within a single icon. Stroke weight must be consistent throughout and must be relative to scale. Strokes should not be increased while scaling.


Icons should be created in a single size of 64px. 

As the icons decrease in size, detail should be minimized to keep icons open and recognizable. 

Here are the basic sizing rules: 

  • Icons should be centered within a 64px X 64px artboard. 
  • The “content” should not exceed 52px X 52px, leaving a 6px padding in all the edges of the icon. 
  • Persona, Vehicle and Device icons should maintain the same “baseline”. 
  • The background of an icons should be clear.


  • We use 6px of padding around the icons. 
  • This helps to maintain visual consistency when placing icons throughout the layout.


We use a default stroke weight of 2px and a stroke color of #111111 for a 64 px by 64 px icon.


  • As a rule, icons are aligned to the “visual” center. 
  • The exception to that rule includes Persona, Vehicle, and Device icons.
  • When an icon is weighted on one side, we move it to the “visual” center.


Persona Icons: 

  • Large: Fits to 52px high with hats (added above and not on the person; which must lay within the bounds of 52px X 52px). 
  • Medium: Scaled to 75%. 
  • Small: Scaled to 50%.

Vehicle Icons: 

  • As much as possible, try to maintain relative proportions to the actual vehicle size.

Device Icons: 

  • Keep icons as simple and easily identifiable to general audiences as possible. 
  • Make sure to include identifiable “brand” characteristics like the “T-Grip”.


Artboard and icon names should follow these conventions: 
  • Names should be lowercase. 
  • Words should be separated by dashes with no spaces. 
  • Names should end with the icon size in pixels and first letter of color (i.e., “b” for black and “w” for white). 

Pattern: icon-name-size-color 

Example: police-general-64-b 

For detailed guidelines to help you create new icons within our style, download the Icon Guidelines.  


We support our design community in the development of new icons. While these guidelines should provide proper techniques for successful design, we understand this may still require consultation with the brand team. 

To help maintain the integrity of our new icon design system and consistent approach, all new icons should be submitted using the simple 3-step process below:

  1. Submit your newly designed icon(s) using this Icon Review Form.
  2. Acknowledge you have read through the complete icon guideline document.
  3. Upload your icon with tags and submit.

You can submit up to 5 icons and the review should take between 3-5 business days. Once reviewed, you will receive an email with a recommendation on how to proceed. If approved, the global brand team will add it to Collective and the Icon Library.

Dos and Don’ts

Do not illustrate with sharp edges

Do not outline icons

Do not use child-like icons

Do not add a drop shadow to icons

Do not distort icons

Do not place icons inside shapes other than a circle

Do not use illustrations or infographics as icons

Do not use overlay complex or detailed icons


Our illustrations are a useful storytelling device that allow us to strengthen our brand and engage our audience through color and bold graphics. They are not meant to convey complex and detailed information.


An imaginative and confident illustration style is part of our design system that can be used to hold information or symbolize a concept.


Choose a color from our standard palette and then select tints and/or shades of the same standard color. For example, if you selected standard blue, you would select tints and/or shades of that blue. You can use up to, but no more than five different tints and shades of a standard color.

You may also add a color to use as your "call-to-action" color. This color can be either another standard color or a 70% tint or 30% shade of the standard color. In the example, blue is used as the standard color and tints and shades of that blue are used as accents. Additionally, the red from our standard color palette is used as the "call-to-action" color.



Our infographics are an effective way to quickly get attention and convey powerful data points.


Similar to our illustration style, our infographics should be bold, simple, easy-to-read, and follow our color guidelines.


The same guidelines for illustration colors also apply for infographics. Please view the guide above.