Introducing The Universal Icon Set from the studio that creates icons for the world’s biggest brands

Icons are a staple in just about every identity system, but how many design studios do you know that are so good at creating icons that they have their very own icon design department? We know one, and its name is Forma. Run by Joel Lozano, Dani Navarro and Josep Duran, the Barcelona-based team has designed iconography, illustration, pictogram and wayfinding systems for a phenomenal list of brands, including Nike, Visa, Nespresso, Coca-Cola, British Airways, Penguin and Behance, to name just a few. We had the pleasure of sitting down with Duran for an interview in August 2023 to learn more about Forma’s unique specialisation in this area, going into detail about their projects and process. This conversation led to another – “have you ever considered creating an icon set that other designers, studios and agencies could licence for their own projects?” After a few more emails back and forth, it was quickly decided this was a great idea.