Custom Intranet Icons for Marks & Spencer
Working with branding agency Alphabetical, we helped bring consistency and clarity to Marks & Spencer’s internal communications with a set of custom Retail cloud icons. Designed for their corporate intranet, these icons ensure a friendly, easy-to-navigate digital environment for M&S staff.
Client:
Alphabetical for M&S
Project Scope:
25 Flat Icons
Custom Cloud Icons
Designing Custom Intranet Icons for Internal Communication
Alphabetical, a London-based design agency, was commissioned to refresh the internal digital experience for M&S employees. As part of that project, they developed a clean, flat visual language for the corporate intranet, and asked us to roll that style out across the platform’s entire icon set.
Our role was to take the style guide Alphabetical created and develop a consistent family of custom intranet icons to support staff navigation and communication. The icons needed to be simple, clear at small sizes, and blend perfectly with the refreshed UI.
The final icon set included intuitive symbols for HR, IT, policy updates, directories, and more. While the total number was modest, just 27 icons, the quality and consistency of execution were critical to ensuring a seamless and professional internal user experience.
This project shows how thoughtfully designed custom retail cloud icons can enhance internal brand cohesion, improve UX, and support efficient navigation across corporate systems.
Let’s help Start Your Icon Project
We’ve designed custom intranet icons for global retailers, engineering firms, and software companies. Whether you need just a few navigation symbols or a complete UI icon overhaul, we’re here to help.
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