Giulia Zoavo

At The Times 


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