Icon System for Swiss E-Commerce

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Die Post (Swiss Post), 2015

In 2015 the Swiss Post approached Superdot, with the idea of creating a rich website to present various information and resources on e-commerce. The Post offers services covering the entire e-commerce value chain. However, the target customers of these services often lack background knowledge to understand the various aspects required for the successful operation of an online shop. The microsite conveys the notion of e-commerce being more than just an online shop.

The resulting website features over 100 newly designed icons. The main group of icons was designed for the infographics introducing the concept of E-Commerce. Within five topics (marketing, ordering, payment, logistics and customer care) icons are depicting specific focus points, such as devices used to order the goods or preferred payment options.

Other, more specific icon groups are developed for a complex answers to the questions in the quiz, specially developed by Superdot for this project, where participants can test their knowledge and guess how The Swiss are shopping online. The icons support the answers and often provide a suggestive or metaphorical depiction.

The visual language, based on corporate color scheme of the Post Swiss, promotes a simple reduced representation for both, easy and complex, concepts - a yellow truck with a stopwatch stands for a quick delivery service, a floating iceberg designates hidden costs, Matryoshka dolls indicate excessive packaging material. Basic geometric shapes unify the icons and illustrative details keep them lively and expressive.