Andrew Reed :: Creative Director

Cisco app icon design system

Over the years, Cisco expanded its software portfolio through acquisitions and internal development but lacked a cohesive vision to create a unified experience across business units, resulting in customer confusion and brand dilution. Our task was to establish consistency, elevate the brand, and position Cisco as an innovator.

The result is a new, forward-thinking framework for app icons that emphasizes platforms—focusing on central, "hero" sub-brands and products—and highlights the breadth of offerings within each portfolio. This user-centric schematic makes only the most relevant distinctions for everyday buyers and users, delivering clarity and enhancing the Cisco experience.