Graphic elements are visual tools used alongside a logo, colours and typography. They may include icons, lines, shapes, patterns, illustrations, frames or other details that build the brand's expression.
What do graphic elements involve in practice?
In practice, the elements should have a clear function and a consistent starting point. They can create hierarchy, explain content, direct attention or give surfaces more character. When used without a system, they can make communication feel restless and draw attention away from the message.
Graphic elements are relevant when the visual identity needs to work across many surfaces and requires more than a logo and colour. See iconography, Iconography and Design guidelines.
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