Illustration and iconography donts

Summary

A "don'ts" page warning against mixing in the previous visual identity: four boxed panels show legacy product icons, old claim badges, retro stripe graphics, and old promotional marks, each crossed out with a large diagonal X.

Visual description

Warm cream background with the running header and page "118." The left column has a two-line bold brown heading "Illustration and Iconography Don'ts" and two short serif paragraphs explaining the need for consistency and that the examples shown are from the old brand and must not be used. The right two-thirds is a two-by-two grid of bordered panels, each containing legacy assets and overlaid with a thin diagonal cross: top-left a set of red flat product icons (sundae, drink, fries, burger), top-right six old claim badges ("FLAME GRILLED," "FRESHLY BLENDED," "FRESHLY CHOPPED," "BETTER FOR YOU," "FRESHLY BAKED," "FRESHLY BREWED"), bottom-left a stack of textured colored stripe shapes, bottom-right old promotional marks ("KING DEALS," "SINCE 1954," "IT'S BACK," "limited time"). Each panel has a small caption beneath naming what not to use. A two-line legal note sits in the footer.

Key takeaway

The four-panel crossed-out grid is an efficient negative-example device: it shows exactly which superseded assets to retire, grouped by type, so partners can recognize and remove them. Captioning each X panel with the specific reason ("Do not use the claims icons from our previous visual brand identity") makes the prohibition unambiguous.

Reuse notes

Reach for this when a rebrand needs to actively suppress legacy assets, not just present new ones. The boxed-and-crossed grid reads instantly as "forbidden." Most useful in guidelines distributed to franchisees or partners who may still hold old artwork. Keep the don't examples small so they never look like an endorsement.