Campbell Hay’s identity for Ikon presents them as the trusted brand to call if you need a workplace

Functioning within the highly competitive landscape, Ikon designs and develops efficient, inviting workspaces. To help set themselves apart from their competitors and also signal a time of great growth for the company, Ikon called upon London-based brand consultancy Campbell Hay to imagine an identity for them. When the team began dissecting the brand’s business, one thing became clear very quickly – none of the workplaces Ikon crafts is off-the-shelf, and to provide a customised experience for each of their clients, they work alongside a troop of collaborators on every project. “Ikon’s approach is highly focused on people, collaboration and creating long-lasting relationships. This is an important part of their company’s DNA,” Design Director Wai Ming Ng tells us. To allude to this collaborative nature, the team leaned on a + sign that features two arrows almost colliding, allowing it to also nod to the idea of a meeting place where people and ideas come together. An ownable brand mark, the symbol is the first thing one sees – especially in motion assets – before it slides over to make space for the wordmark, set in Scto Grotesk A from Schick Toikka. The geometric sans serif was chosen for its sturdy, straight lines that evoke “a sense of stability and reliability,” shares Senior Designer Carolyn Ang. Conceptually, this held a mirror to Ikon’s business, as they confidently take charge of pulling ideas from their clients to craft a space that responds to their every need.