I designed a set of custom icons for the homepage of wyatt.com. They sell light scattering instruments and software for determining the absolute molar mass, size, charge and interactions of macromolecules and nanoparticles in solution. How can you measure a virus in a lab? This theory of “size and scale” was tossed around in a series of coffee break discussions with the marketing director. “How to show the concept” was the key challenge and kept changing. There were at least 30 redesigns and revisions over 6 months to get to the point of having a set of solid icons for the site.
Previously, the website only showed products. The new website shows ways to use those products. So based on the idea of, “What can I measure?” How do you determine Molar mass, Size, Charge, Interactions, Conformation, and Conjugation… this icon set was created. The European Marketing director didn’t like the homepage to be so visual so the icons were removed. Designs based off of these concepts were used over a 1 year time period in marketing campaigns. FontAwesome is amazing but I think many companies want their own icons based on their branding.