A key element in branding Simply's Signature Services was a requirement that each logo have a primary colour (blue for Trade Ins, for example) and an icon form that was scalable to very tiny sizes (10x10 pixels), visually distinctive from the other Services yet harmonious with the identity system as a whole and the Simply logo.

 

Once satisfied, these requirements permitted the use of the primary colour and icon shape as additional branding graphic elements, as shown in the Everplan banner below.