When the icon doesn’t exist yet
Suddenly, something new appears in the brand. A service, a product, a feature, or even a category that didn’t exist before and now needs to be represented somehow. It’s a specific need that shows up right in the middle of ongoing work.
An icon is required.
At first glance, it seems minor. The brand already has a defined visual system and a recognizable icon style. The new icon just needs to fit in. The real issue shows up when that icon doesn’t exist yet.
And it’s at that everyday, seemingly small moment where EVA steps in.
A specific need
Which grid should I use so the new icon has the same visual weight as the existing ones?
When should I use a gradient icon versus a monochrome one?
What line endings and stroke thickness are correct, rounded or square?
What angle should diagonal lines follow to stay consistent with the rest of the pictograms?
EVA provides clear answers to:
How it should be constructed within the system.
What type of geometry makes sense.
What level of abstraction aligns with the rest.
What should not be represented as an icon in order to preserve visual coherence.
The response is tied to the brand and to that specific case. It’s not generic. That allows the icon to be designed using the same criteria as the others, even if it represents something entirely new.
The result doesn’t feel like it was added later. It feels like it could have been there from the beginning without anyone questioning it.
Revisions stop being a loop
You notice the shift especially during revisions. The icon doesn’t come back with vague comments or hard-to-justify adjustments. There’s no need to “make it more on brand” without really knowing what that means.
The feedback that does appear has a clear reason and doesn’t contradict what came before. The work moves forward without undoing previous decisions or falling into trial-and-error cycles.
When the criteria is available upfront, even for something as small as an icon, revisions stop being constant friction and become a natural part of the process. And that same pattern starts to repeat across the rest of the work, whether in marketing, design, or other teams making decisions every day.
Haven’t met EVA yet? holaeva.ai
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