With Mike Aiello back in the fold, I HOPE there's no icon this year. Bring back a meaningful one at HHN 35. Pumpkin Lord and Sinister/Surreal were nothing more than MCs (Masters of Ceremonies) regardless of what Marketing wants to call them. I think I saw S/S up on top of the HHN sign once in the 5 nights I went last year...if they were ever in their respective zones, I didn't see them (or at least didn't take note). Their merchandise looking like crap didn't help. Pumpkin Lord was cool since it was an established character with an amazing house previously, but didn't do much for the event but cause a bottleneck for people wanting to take pictures.
Oddfellow at least had a house and was present throughout all the zones (granted you might have needed a secret decoder ring to find him in some of them), but some of the other "icons" were nothing but canned performances welcoming you in through the front gates. Go big or go home. Make a real, fully fleshed out Icon with a house and zone and tied into marketing...or don't bother.
Might as well make that entry area the de-facto Blumhouse Zone and open up San Fran for something else.