Icons and images
The WPP DS icon system offers clear recommendations for choosing, and placing icons to create a consistent and intuitive user experience across products.
Following is a list of icon groups and contained categories:
Icons: rounded + stroked
| Icons group | Contained categories |
|---|---|
| Actions |
|
| Arrows | |
| Communication | |
| Content |
|
| Tools |
|
tip
- Always use Title Case for icon names.
- Keep names short and simple.
caution
- Avoid grouping icons into subcategories
- If icons look different, don't group them into variants.
Actions
Add
Add Circle
Close
Remove
Remove circle
Reject
Trash
Undo
Undo
Redo
Search
Download
Upload
Export
Import
Print
Sync
Share
Data transfer
Shut down
Reset
Normal
Dashed
Refresh
Normal
Dashed
Pin
Normal
Dashed
Install update
Approvals
AvailableUpdate
Pending
Copy
Paste
Edit
Compose
Attach
Bookmark add
Link
Unlink
External link
Drag
Move
Archive
Archive multiple
Select object
Pair
Translate
AutoSum
Math formula
.Scan
Bookmark
Unselected
Selected
Favourite
Unselected
Selected
Like
Unselected
Selected
Hand
Off
On
Flag
Off
On
Dataview
Card
List
Repeat
Off
On
Zoom
In
Out
Lock
Off
On
Eye
Off
On
Pen
Colour
Fill
Eyedropper
Eraser
Hand draw
Filter
Settings
Media actions
Arrows
Chevron
Directions
Double Chevron
Trend
Triangle
Table sort
Communication
Notification
On
Off
New
Pause
Mail
Normal
Dashed
Comment
Normal
Dashed
Chat Message
Normal
Dashed
Send
Normal
Dashed
Mail add
Mail Read
Mail Al Read
Mail Blocked
Mail Copy
Reply
Reply All
Forward
Subscribe
Inbox
Communication
Channel
Phone
Bounce
Meet
Note
Mention
Bot
Support
Assistant
Chat Video
Support Chat
Q&A
About
Info
Content
Content
Home
Mail Read
Mail Al Read
Mail Blocked
Mail Copy
Reply
Reply All
Globe
Key
Keyboard
Twenty-four Hours
Accessibility
Diversity
Design
Styleguide
Dark Mode
Shield
Shield Error
Shield Success
Shield Dismiss
Task List
Task List Square
Campaign
Pitch
Workshop
Draft
Fluid Workshop
AI
Magic Wand
Launch
Map
Location
GPS
Target
Hash
Number
Cart
Idea
Experiment
Hub
Organization
Branch
Branch Request
Branch Review
Sub-items
Carousel
CTA
Accordion
Segmented Control
Action
Currencies
Files
ZIP
PDF
CSS
JS
Document
Add Document
Document Error
Document Blocked
File
Export File
Spreadsheet
Collection
Gallery
Library
Folder
Folder Open
Folder Blocked
Add Folder
Folder Link
App Folder
Charts
Statistic Document
Pie Chart
Bar Chart
Ranking
Increase
Decrease
Neutral Trading
Graph
Data Area
Bar Horizontal
Data Funnel
Data Histogram
Data Line
Data Scatter
Data Trending
Data Sunburst
Data Waterfall
Data Whisker
Data Treemap
Data Usage
Database
Table
Cloud
Calendar
Shapes
Emoji
Ecology
Media
Media
GIF
HD
HDR
RSS
Cast
Live
JavaScript
Movie
Music
Video Clip
Premium
Extension
Icons
Symbols
Sticker
QR Code
Fingerprint
Headphones
Cookies
Ratio
Book
Book Information
Book FAQ
Book Search
Book Search
App Store
App
Add App
Remove App
Cellular Data 3G
Cellular Data 5G
WiFi Warning
Mic Blocked
Video Blocked
Speaker Mute
Speaker Bluetooth
Camera Add
Camera Switch
Cellular Data
On
Off
WiFi
On
Off
Mic
On
Off
Bluetooth
On
Off
Caption
On
Off
Video
On
Off
Speaker
On
Off
Camera
On
Off
Image
On
Off
Media Channels and Devices
Tools
Resize & Scale
Autofit
Width
Width Dotted
Up
Height
Height Dotted
Down
Scale
Bottom left
Bottom right
Scale
Maximise Vertical
Minimise Vertical
Collapse
Expand
Enlarge
Transform
Padding
Rotate
Left
Right
Clockwise
Anti Clockwise
Flip
Vertical
Horizontal
Combine
Vertical
Horizontal
Divide
Vertical
Horizontal
Merge
Split
Crop
Orientation
Border
Top
Bottom
Right
Left
Left+Right
Top+Bottom
Top+Bottom Thick
Top+Bottom Double
Bottom Double
All
None
Outside
Outside
Columns
Text Formatting
Edit Text
Text
Font
Effects
Bold
Italic
Strikethrough
Underline
Bullet List
Number List
Quote
Code
Case
Lowercase
Title
Uppercase
Increase Indent
Decrease Indent
Text
Text Header
Align
Text Alignment
Object Alignment
Profile
User
Login
Logout
People
User Search
User Chat
User Add
User Block
Incognito
Private Account
Admin
Owner
User Tag
User Started
Status
System
Menu
Controls
Cursors
Resize
Places (Point of interest)
Food and drink
Retail
Services
Entertainment
Transport
Logotypes
WPP Open
Default
Compact
IconApp studios
Apps
Brand studio
Commerce studio
Creative studio
CRM studio
Data
Media studio
PR studio
Production studioMedia studio
Discover
Plan
Activate
MeasureMedia studio
Discover
Generate
Make
Adapt
Optimise
PublishSocial media and companies
Reddit
Claude
Gemini
Copilot
OpenAI
Figma
Pinterest
Microsoft
Android
Apple
Telegram
WhatsApp
X
TikTok
YouTube
Snapchat
LinkedIn
Instagram
Meta
Google Ads
Google
Amazon
CustomHumans
Custom
Female 1
Female 2
Female 3
Female 4
Female 5
Male 1
Male 2
Male 3
Male 4
Male 5Flags
Custom
Afghanistan
Aland Islands
Albania
Algeria
American Samoa
Andorra
Angola
Anguilla
Antarctica
Argentina
Armenia
Aruba
Australia
Austria
Azerbaijan
Bahamas
Bahrain
Bangladesh
Barbados
Belarus
Belgium
Belize
Benin
Bermuda
Bhutan
Bolivia
Bonaire
Bosnia and Herzegovina
Botswana
Brazil
British Indian Ocean Territory
British Virgin Islands
Brunei Darussalam
Bulgaria
Burkina Faso
Burundi
Cabo Verde
Cambodia
Cameroon
Canada
Cayman Islands
Central African Republic
Chad
Chile
China
Christmas Island
Cocos Islands
Colombia
Comoros
Congo
Cook Islands
Costa Rica
Cote d'Ivoire
Croatia
Cuba
Curacao
Cyprus
Czech Republic
Democratic Republic of Congo
Djibouti
Dominica
Dominican Republic
Ecuador
Egypt
El Salvador
England
Equatorial Guinea
Eritrea
Estonia.svg)
Eswatini (1)
Eswatini
Ethiopia
Falkland Islands
Faroe Islands
Fiji
Finland
Frame 3
France
French Guiana
French Polynesia
French Southern Territories
Gabon
Gambia
Georgia
Germany
Ghana
Gibraltar
Greece
Greenland
Grenada
Guadeloupe
Guam
Guatemala
Guernsey
Guinea-Bissau
Guinea
Guyana
Haiti
Heard and McDonald Islands
Holy See
Honduras
Hong Kong
Hungary
Iceland
India
Indonesia
Iran
Iraq
Ireland
Isle of Man
Israel
Italy
Jamaica
Japan
Jersey
Jordan
Kazakhstan
Kenya
KiribatiKyrgyzstan
Kuwait
Lao People's Democratic Republic
Latvia
Lebanon
Lesotho
Liberia
Libya
Liechtenstein
Lithuania
Luxembourg
Macao
Madagascar
Malawi
Malaysia
Maldives
Mali
Malta
Marshall Islands
Martinique
Mauritius
Mauritania
Mayotte
Mexico
Micronesia
Moldova
Monaco
Mongolia
Montenegro
Montserrat
Morocco
Mozambique
Myanmar
Namibia
Nauru
Nepal
Netherlands
New Caledonia.svg)
New Zealand (Aotearoa)
Nicaragua
Niger
Nigeria
Niue
Norfolk Island
North Korea
North Macedonia
Northern Ireland
Northern Mariana Islands
Norway
Oman
Pakistan
Palau
Palestine
Panama
Papua New Guinea
Paraguay
Peru
Philippines
Pitcairn
Poland
Portugal
Puerto Rico
Qatar
Réunion
Romania
Russian Federation
Rwanda
Saba
Saint Barthélemy
Saint Helena, Ascension and Tristan da Cunha
Saint Kitts and Nevis
Saint Lucia
Saint Martin
Saint Pierre and Miquelon
Saint Vincent and the Grenadines
Samoa
San Marino
Sao Tome and Principe
Saudi Arabia
Scotland
Senegal
Serbia
Seychelles
Sierra Leone
Singapore
Sint Eustatius
Sint Maarten
Slovakia
Slovenia
Solomon Islands
Somalia
South Africa
South Georgia and the South Sandwich Islands
South Korea
South Sudan
Spain
Sri LankaSaint Pierre and Miquelon
Sudan
Suriname
Svalbard and Jan Mayen
Sweden
Switzerland
Syrian Arab Republic
Taiwan
Tajikistan
Tanzania
Thailand
Timor-Leste
Togo
Tokelau
Tonga
Trinidad and Tobago
Tunisia
Turkey
Turkmenistan
Turks and Caicos Islands
Tuvalu
U.S. Virgin Islands
Uganda
Ukraine
United Arab Emirates
United Kingdom of Great Britain and Northern Ireland
United States of America
Uruguay
Uzbekistan
Vanuatu
Venezuela
Vietnam
Wales
Wallis and Futuna
Western Sahara
Yemen
Zambia
ZimbabweEmpty States
Notifications
Folder
Table
Cards
Content
DataViz
Nothing Found
404
Error
No Connection
No AccessCharts
Correlation
Scatterplot
Line-column
Scatterplot-connected
Bubble
XY-heatmapChange v Time
Line
Column-timeline
Column-line-timeline
Slope
Area
Calendar Heatmap
Priestley Timeline
Circles-timelineRanking
Bar-ordered
Column-ordered
Lollipop-h
Lollipop-v
Bump
SlopeDistribution
Histogram
Boxplot
Population-pyramis
Dot-plotPart to whole
Column-stacked
Bar-stacked-proportional
Pie
Doughnut
Treemap
WaterfallFlow
Histogram
WaterfallSpatial
Bubble Map
Choropleth Map
Connection Map
Dot Map
Flow MapIdeas and concepts
Tree Diagram
Mind Map
Flow Chart
Venn Diagram
Illustration Diagram
TimelineMaps
Countries
Continents
Countries with borders
UK map
USA map
