Icons for going back to a previous page, for printing the page or even the icons that line your menu should all follow the same theme as your site as part of your internet marketing effort. Every aspect of your website should be about your brand. Whether it stands out from the rest is not nearly as important as standing with the rest of your site. If a visitor travels to another of your pages, which looks different, they may believe they accidentally left your site and then leave it all together.
A simple concept for internet marketing branding is your logo as an icon that can be used as an icon for everything on your site. It can sit as a static logo next to a text link or the icon that is clicked when a person wants to refer a friend to your site. Obviously it will need to be much smaller than the main logo on your page or other areas to be used as a menu icon, perhaps as small as 16 x 16 pixels, but the reduced image will continue your branding throughout the page and offer a benefit to your internet marketing effort.
Additionally, with this level of branding throughout your site there will be no doubt of which site your visitor is on and if you use a smaller version of your logo as the icon to bookmark your page, it will help sear your name into their memory. Remember, returning visitors often buy more than first time visitors and keeping your image in their minds will aid your internet marketing efforts.
