➀ ➁ ➀ Zoomed out ➁ Zoomed in Introduction Strategy Tone of Voice Logo Color Typography Ar t Direction Illustration Iconography Components Motion Contact Expressions 116 Zoom You can eit her use t he expressive bolt shapes wit hin your par ticular communication frame, or zoom 
 in to create endless interesting textures. Careful not to zoom 
 in too much where you can 
 no longer tell you ’re looking 
 at a lightning bolt.