AT&T App Icon System

As part of an overarching initiative to ensure that AT&T’s digital touchpoints and experiences support business goals, drive the brand into each and every moment, and perform the best they possibly can for consumers, we were tasked with harmonizing dozens of misaligned AT&T consumer app icons into a cohesive system that quickly signals the AT&T brand and intuitively communicates the function or purpose of each application.

To accomplish these goals, we partnered with the AT&T Digital Design organization and our external agency partners at Buck to develop a new app icon design system that utilizes the strongest core elements from the AT&T brand identity. In addition to the new design system, we also created a new design development process to ensure that all app icons were drawn consistently, adhered to newly established design principles, and were legally approved.

Each app icon consists of 3 brand elements: the AT&T Blue Gradient, the AT&T Globe, and either a product logo or icon. These elements are used together in all app icons to build brand awareness, drive consistency, and maximize legibility.