Pictograms

IBM productive pictogram master

IBM expressive pictogram master

Productive and expressive pictograms are two distinct types of artwork that work best in different contexts. Productive pictograms are the go-to pictogram type for most contexts; they work across a variety of scales and environments whether physical or digital. They’re illustrative and simple, allowing for one or many to be used to convey complex ideas.

Expressive pictograms represent a more dynamic option to the standard pictogram, using gradients, layering and transparency to build a sense of depth and movement in the artwork. Due to their visual complexity, expressive pictograms should be used selectively and only in scenarios that call for a graphic with strong presence.

Productive pictograms in context

Expressive pictogram in context

Treat pictograms as illustrations with sufficient sizing.

Don’t use pictograms as a replacement for UI icons, that is not their purpose.

Don’t use productive pictograms as logos or in a lockup for product headers, merchandise or events.

Don’t use expressive pictograms as logos or in a lockup for product headers, merchandise or events.

Pictograms are used in a range of sizes, the minimum being 48px while the maximum size may vary based on application. Use pictograms at their original sizes or scale at accepted increments.

Pictograms are optically aligned to the center of the icon grid within the boundary box. Centering ensures all pictograms will be aligned correctly when exported and used side by side.

Pictograms can be represented in a circular or rectangular container calculated based on the padding size.

Keep scale and optically center pictograms

Keep pictograms at scale and optically center in container when necessary.

Don’t resize pictograms outside of accepted proportions.

Do use accepted shapes: circle or square for containers.

Don’t create new shapes for containers.

Optically center align pictograms in containers

Always optically center align pictograms in their containers.

Don’t crop pictograms in container.

When designing with pictograms, all artwork should include minimum padding based on 1/4 of the scaled grid size. The padding can be increased by increments of 1/4 grid units.

Padding applies regardless of container shape

Padding and spacing rules apply whether using pictograms with or without containers.

Padding starts at the edge of the container shape.

Use one fourth grid padding on circle or square containers

Padding is the same for both circle and square containers.

Allow clearance for legibility and touch

Follow the clearance rule to allow for legibility and touch.

Don’t collapse the pictogram clearance area.

Pictograms on backgrounds must always pass color contrast requirements. When pairing pictograms with backgrounds, follow color family rules to ensure that the pictogram does not clash with or blend into the background. Dark background colors should range between values 70–100 while light backgrounds should not exceed values 10–20.

Follow the 5-step color rule and only match tones from the same color family or use grayscale backgrounds.

Follow gradient rules when placing them on backgrounds.

Don’t place dark tones on dark backgrounds.

Don’t place light tones on light backgrounds.

Don’t place gradient pictograms on backgrounds that are not 80 and above or 20 and below.

Don’t place gradient pictograms on gradient backgrounds.

Expressive pictograms have four color themes: dark, light, monochromatic dark, and monochromatic light. To ensure accessibility, use the color theme that corresponds with the pictogram’s background color.