Brand manual · Chapter 08
Iconography
Simple visual cues. A shared visual language.
Make meaning clear
Use icons when they help people recognise information, particularly across languages. Primary applications include digital experiences and signage.
Follow the rhythm
The iconography grid draws on the rhythmic lines of the HSA symbol: a mesh of horizontal and vertical lines. Refer to the construction diagrams below for brand icons.
Explore the original manual 3 pages · May 2022
Original chapter pages, including all diagrams and examples. PDF page numbers are used below; printed page numbers differ after the first chapter. Historic application examples retain their original wording.
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H SA G RO U P B R A N D A N D ST Y L E G U I D E 49
8 Iconography
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H SA G RO U P B R A N D A N D ST Y L E G U I D E 5 0
ICONOGRAPHY
INSPIRATION VERTICAL RHYTHMIC LINES HORIZONTAL RHYTHMIC LINES THE GRIDUsage
Iconography is used in our
communications where a visual
cue in the form of an icon can help
the audience clearly identify
what is being communicated.
It can also be beneficial for those
whose understanding of English
would be aided through iconography.
Our iconography is to be used
predominantly across digital
applications such as our website,
app and signage.
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H SA G RO U P B R A N D A N D ST Y L E G U I D E 5 1
ICONOGRAPHY
Grid
Inspired by the rhythmic lines in the icon,
the iconography grid is formed by a
mesh of horizontal and vertical lines.Continue exploringGrid system