AIMS Website Icon Suite

Visual Language for Digital Clarity & Connection
Graphic & Information Design
Role: Visual Designer, UX Collaborator
Tools: Canva, Squarespace
Published: June 2024 • Live on AIMS K–12 Website

Overview:
To enhance digital communication and strengthen brand cohesion, I designed a custom icon suite for the AIMS K–12 public-facing website. Created in response to feedback from school leadership, the icons were part of a broader UX effort to guide users through high-priority content with visual clarity, warmth, and consistency.

Each icon represents a key content area—ranging from school calendars and board meetings to performance data and community support. Designed with restraint and clarity, the icons adhere to AIMS’ brand guidelines: red, the primary brand color, is used across most of the set to maintain visual consistency and institutional recognition. For the Awards & Recognition icon, I strategically used yellow, another brand-approved color, to set it apart and signal distinction. This choice helps spotlight the school’s high performance within Oakland and adds a celebratory tone to the content.

To bring humanity into the system, I also integrated background photography featuring real AIMS students behind select infographics—creating a balance between data, design, and the people it represents.

What I Did:

• Designed a cohesive icon system grounded in AIMS’ branding and interface strategy

• Used red consistently across icons to reflect core brand identity

• Highlighted the Awards icon in yellow (also within brand palette) to visually emphasize school success and credibility

• Developed six icons representing essential content areas:

  • School Calendar – Key dates and schedules

  • Board Meetings & Agendas – Governance and transparency

  • AIMS Current Events – News and upcoming events

  • AIMS Data at a Glance – Performance, equity, and enrollment statistics

  • Awards & Recognition – Celebrating school achievements

  • Community Support & Complaint Form – Tools for communication and resolution

• Integrated student photography as subtle backgrounds to add human warmth to data-driven visuals

• Ensured icons were scalable, accessible, and responsive across mobile and desktop

• Coordinated implementation with internal teams using the Squarespace CMS