Giulia Zoavo

At The Times 


Design of an extensive pictogram system for The New York Times employee site.

AD by Jessi Brattengeier and Will Mianecki





Starting from the existing set of icons, we worked on refreshing the overall look and feel —
adding grain, translucent elements, and background patterns.



We also decided to add an optional background,
to add context and significance to the larger-scale version of the icons.



Then, I got to design more than 25 new pictograms. The main challenge was to depict complex and abstract concepts with a limited amount of geometric shapes, giving them a humorous and unexpected twist, and maintaining the whole set consistent and sophisticated.








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All images © 2014–23 Giulia Zoavo