Visual identity
Design foundation
Our design foundation is the unifying red thread that connects all applications and touchpoints at International. It comprises two parts: our design DNA and our design principles.
Design DNA: Language of the Road
Our visual DNA informs the underlying design language that unites and impacts all of the brand’s visual elements, helping to guide and build a cohesive expression that is immediately recognizable as International.
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Design principles
Design principles are the foundation of our visual identity. They guide us through every touchpoint to ensure that we create designs that provide a consistent brand experience.
EXPLORECore elements
Our identity is composed of five core elements: logotype, color, typography, imagery and the prism. These elements form the cornerstone of the visual brand identity. By adhering to the rules below, International can ensure a cohesive and recognizable style across all touchpoints.
Logotype
The International logotype is one of our most important identity assets. The diamond shape has been a representation of the International brand since 1986. Combined with a customized wordmark, the optimized symbol creates a distinct and impactful logotype, with the center space of the symbol visualizing a road.
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Prism element
Imagery
Our image library is built upon three essential components: content, concept, and style. These components work together to guide what we capture, how we do it, and what it looks like, which plays a crucial role in capturing visual authenticity and creating a consistent look and feel for the International image library.
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Typography
Our bespoke brand typefaces, INTL Headline and Text, are modern sans-serif fonts inspired by American type traditions and deeply rooted in our company’s history.
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Color
The International colors draw inspiration from our products and the landscapes we operate in, capturing the natural hues of our environment and transforming them into a versatile brand palette.
Supporting elements
Like our core elements, our supporting elements embody our visual DNA. From iconography and infographics to data visualization and motion principles, every detail is thoughtfully considered and crafted to ensure that we communicate with consistency and authenticity.
Iconography and pictograms
Our iconography and pictogram style reflects the core design foundation of the International brand. They feature angular, geometric shapes that are clean and simple, ensuring they are easy to read in both small and larger sizes.
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Motion Principles
Motion design is an important element of contemporary branding to enhance the digital brand experience. It adds dynamism and energy while preserving visual consistency. Motion plays an integral part in the visual language and provides both emotional and functional experiences. It always serves a purpose — guiding, engaging, supporting, and moving us throughout the entire experience.
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