CHALLENGE
Deutsche Telekom's existing icon library was becoming outdated. With rapid digital transformation and a company-wide shift towards Design Thinking, there was a clear need to establish a central brand portal, consolidating assets, and rebuilding the icon system from the ground up – making it accessible and scalable across the entire organisation.
PAIN POINTS
- No centralised repository
- Inconsistent styles and duplicate assets
- Missing or unavailable icons
- Visuals no longer reflected the evolving brand
SOLUTION
I joined the core team tasked with updating, expanding and integrating the icon library into the newly established Magenta Design System.
The foundation had been partially defined – including icon grid, colour swatches, and core shapes – giving me a solid starting point to build upon.
CONTRIBUTIONS
• Designed the full set of updated solid and outline icons
• Developed guidelines for app and product iconography
• Provided ongoing support for teams with custom icon requests
RESULT
With the widespread adoption of the Magenta Design System:
• The brand value rose from $33.19B (2016) to $46.26B (2019)
• Products using the new iconography won several Design Awards
• The company saw increased customer satisfaction and brand loyalty
