Guidelines for using icons, isotypes, and pictograms in data visualization
Definition of key terms
Icon
A simplified graphic symbol that represents an action, function, or object in digital interfaces. Icons are usually small, recognizable, and often part of a standardized set.
✅ Examples:
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🔍 magnifying glass → search
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⚙️ gear → settings
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📩 envelope → email
Isotype (International System of Typographic Picture Education)
A system of standardized pictorial symbols designed to represent statistical data clearly and universally. Isotypes are repeated symbols arranged in rows or grids to represent quantities.
✅ Examples:
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1 figure 👤 = 1,000 people → 5 figures 👤👤👤👤👤 = 5,000 people
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💡💡💡 = 3 power plants on an infographic
Pictogram
A pictorial symbol that represents a concept, object, or instruction. Broader than icons, pictograms are often used in signage, safety instructions, or global communication where language barriers exist.
✅ Examples:
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🚻 restroom signs
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🚭 no smoking symbol
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🛑 stop sign pictogram
👉 Key Difference:
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Icons = functional, interface-related (digital tools, dashboards).
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Isotypes = statistical storytelling (quantities/data representation).
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Pictograms = universal communication (signs, concepts, instructions).
Icon Standards for Smarter Dashboards
Icons, isotypes, and pictograms can enhance clarity and foster brand alignment, but their effectiveness depends on proper usage. This guide outlines the key DOs and DO NOTs of icon application, including size, color, and accessibility guidelines for immediate implementation by your data team.
Why Use Icons?
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Clarity: Replace repeated text labels with universally understood symbols.
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Efficiency: Speed up comprehension in dashboards and reports.
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Brand Alignment: Reinforce company identity with approved icon sets.
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Accessibility: Provide visual cues beyond color coding.
Guidelines for Icon Usage
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Approved Set Only
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Use the official company icon library (SVG/PNG files).
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Ensure icons align with brand style (flat, outline, or filled).
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Consistency
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Use the same icon to represent the same concept across all reports and dashboards (e.g., 📦 for products, 🛒 for sales, 👤 for customers).
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Avoid mixing styles (e.g., outline vs. 3D icons).
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Size and Placement
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Keep icons proportional to text (typically 16–24px in dashboards).
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Place icons next to labels or KPIs, not as stand-alone visuals.
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Color Standards
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Apply brand or neutral colors only.
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Ensure sufficient contrast for readability.
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Do not use icons as the sole method of color-coding status.
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Accessibility
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Always pair icons with text labels.
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Provide alt-text descriptions for reports exported as images or PDFs.
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Examples
✅ Good Use:
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A customer dashboard shows 👤 next to “Active Customers,” using the company’s approved icon set.
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A sales report highlights growth with an upward arrow pictogram, colored in the official green (#4CAF50).
❌ Poor Use:
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Using random clip-art icons from the web.
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Inconsistent styles (mixing flat and 3D icons).
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Overusing icons, making dashboards cluttered.
Recommended Resources
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Noun Project – curated icon sets
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Flaticon – free/paid icons in multiple styles
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Google Material Icons – clean, accessible, brand-friendly icons
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Icons8 - original stock graphics
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1,100+ essential Figma icons - icon library
✅ Action Step: Add a section in your style guide’s appendix with downloadable company-approved icons (SVG/PNG), with usage rules and examples.
Employed consistently, icons and pictograms simplify communication by visually representing concepts, categories, or actions. This consistent use improves readability, reduces cognitive load, and aligns data visualizations with your organization’s brand identity.
📌 Download the example of the Icon Standards Sheet to add to your Data Visualization Style Guide