Icons and Icon Guidelines for Sendcloud

Sendcloud is one of Europe’s leading shipping platforms for e-commerce, helping businesses manage shipping, tracking, returns and delivery operations from one place. For Sendcloud, I was commissioned to refine and expand a set of 20 marketing icons and develop a clear visual system that could bring greater consistency to their iconography. The goal was to create icons that felt recognizably Sendcloud while finding the right balance between functional simplicity and a more expressive visual character. The marketing icons needed to communicate ideas such as sustainable shipping, checkout, payments, customer support, international delivery, returns and business growth, while remaining clear and easy to understand. I approached the project as an icon system rather than a collection of individual illustrations. Each icon was constructed on a shared 74 × 74 px grid, using a defined set of key proportions for square, circular, vertical and horizontal compositions. Optical alignment was considered individually so that icons with very different silhouettes still feel balanced when placed next to one another. The system was developed in both outline and filled styles. Rounded line caps, consistent stroke weight, controlled corner radii and carefully defined negative space establish a common visual language, while allowing each icon enough flexibility to communicate its own concept clearly. Alongside the icons themselves, I created a dedicated Icon Guidelines system defining the construction grid, proportions, optical alignment, stroke and corner treatment, background geometry, color palette and permitted variations. The result is not only a finished collection of icons, but a scalable framework that Sendcloud can use to keep future icon design visually consistent. Key work: Custom Icon Design · Icon System · Marketing Icons · Outline & Fill Icons · Icon Grid · Icon Guidelines · Color Variations