Arrow

ARROW contracted us to update their brand. We were given two directives. One, make the brand look more like a “tool” brand. DeWalt was given as an example of a brand they liked. Two, update their iconography system.

We identified that the current brand graphics used an outdated background metallic gradient. Also, we accessed that the existing iconography system was too complex, did not read well and did not enhance the brand. The icons had their own look, separate from the Arrow brand. A part of the overall solution was to use more of the Arrow red color and to introduce a rich dark gray.

Significant time and effort was spent simplifying the Arrow icon system. An arrow head shape was chosen as the icon containment. The angle of the arrow head created an opportunity to group the icons together in a few different ways to accomodate the available space.