Ørsted pictogram

The Ørsted pictogram family has become a love child of mine. Carrying on from one iteration of the brand to the next, the pictograms have demonstrated their timeless strength. Based on the Ørsted font family, they take their personality from the bold minimalist shapes, the sharp slanted edges and subtle organic twist of the font family.

We developed a tight system for drawing the icons as a strong base for consistency. Over time I have drawn hundreds of icons to the family, to fit every communication need imaginable, from arrows to shrimps. And many other designers have taken the system into use to expand the family coherently. Even the smallest parts of a brand, is an opportunity to massage in the values.