Marketing icons

The set

Why fills

Line icons ship for interaction; fill icons ship for attention. In an ad or a landing hero the icon is competing with a photograph, a video autoplay, and a stack of copy. A 1.75px stroke loses that fight. A shape mass wins it. Every icon here is drawn as a positive shape with a knocked-out counter-form so the mark reads even at 24px on a busy background.

Two-tone treatment

Same glyph, three surfaces. The mark is designed so it works on gold, on dark, and on cream without a redraw.

Where they earn their keep

• Landing feature rows. 48px marketing icons above 20px labels. The icon is the shape the eye lands on before the label; the label confirms the guess.
• Email headers. 32px marketing icon paired with the section title. Fill mode survives dark-mode inversion in Gmail and Apple Mail.
• Ads. 96px isolated on a two-color background. This is the size where the geometric decisions matter most; a wobbly counter-form ruins the whole unit.
• Pitch decks. 128px on a slide. At this scale the icon becomes the illustration and no photo is needed. Faster to build, faster for the eye to read, and looks intentional.

What separates a marketing icon from a UI icon

UI icons are labels: they sit next to a word and let the user act. Marketing icons are hooks: they sit alone and have to trigger a concept in half a second. That difference dictates every downstream choice. A UI icon uses a 24-pixel grid because it will be rendered at 24 pixels. A marketing icon uses a 24-pixel grid because a grid is how you make a family consistent, but it will be rendered at 96 and 128 pixels most of the time, so it is drawn to survive scaling up. Different job, different rules, same discipline.