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Iconography

Icons are a great way to add visual interest alongside copy. They can also be used to convey high-level information quickly and simply.

The icon’s simplistic stroke-only (no fill) style provides a modern aesthetic and aligns nicely with the circle element. These icons can enhance assets without overshadowing the messaging.

Expandable List

Various colour options can be applied to this icon style within the McMaster brand. When selecting a colour, there are a few things to remember.

Icons as information:
When icons are used to convey information, accessibility compliance needs to be considered. For example, a magnifying glass in a web page navigation bar that functions as a search tool needs to be large enough and have sufficient colour contrast against the background to be easily viewed and clear for all users. The icon should be a single colour in these scenarios. On dark backgrounds, either white or McMaster Heritage Gold; on a light background, either black or McMaster Heritage Maroon.

Icons as design:
More approved colour options are available when icons provide visual interest to an asset alongside copy. They can be a single colour selected from any McMaster colour palette, as long as all colour palette standards are being followed (i.e. McMaster Heritage Maroon is the most prominent colour in the asset). The following two-colour options can also be used – but no other two-colour combinations are permitted.

A visual example showing various brand icons. The icons include a graduation cap, a microscope, a letter, a globe, a sign for atoms, and a computer showing a bar graph. The first column shows the icons outlined in black on a white background. The second column shows the icons outlined in black and maroon on a white background. The third column shows the icons outlined in white on a black background. The fourth column shows the icons outlined in white and gold on a black background.

There is a library of icons available on the Brand Resource Library. PowerPoint templates also include icons. (Asset currently in development.)

If additional icons are required, please contact: brandmrk@mcmaster.ca.

Sourcing icons

When sourcing icons for McMaster University, it is essential to maintain consistency and adaptability. Here are the key considerations to ensure that icons align with our brand standards:

  • Stock sites: Icons can be sourced from stock imagery websites like Getty, iStock, etc. Opt for ‘editable stroke vector’ files to ensure flexibility in adjusting stroke weights, colours, and details as needed.
  • Dedicated icon resources: For a wider range of options, visit icon-specific platforms such as Flaticon.

Design rules for icons

  • Style: Utilize icons with strokes only. Avoid solid shapes.
  • Details: Ensure all icons feature rounded corners and stroke ends.
  • Simplicity: Aim for simplicity to maintain clarity and ease of recognition.
  • Colour: Icons should be created in colour variations based on McMaster’s Visual Identity Guidelines. Colour combinations include single colour (black or white) or two-colour (McMaser Heritage Maroon; or white and McMaster Heritage Gold) options. No other two-colour combinations are permitted.
  • Consistency: Use a medium stroke weight, consistent with existing icons in our library to ensure uniformity across all visual communications.
  • Approval process: Icons require approval from a senior designer and Brand Marketing to ensure icons meet brand standards. Please contact brandmrk@mcmaster.ca for final icon review and approval.
  • File formats: For Resource Library upload consideration, please provide the final icons in the required formats for web (e.g., SVG, PNG) and print (e.g., EPS, PDF) to accommodate different usage needs.