Have you heard about the new interactive logo for Oi that has everyone talking? The Brazilian telecom company has a new logo design that becomes uniquely animated by sound to appear different to each person who speaks to it. This results in a logo with as many variations as the people who engage with it. Adweek.com shared more about this interactive identity that speaks to the trend toward personalized experience.
To design the digital trademark, Wolff Olins worked with digital art and design studio Onformative to develop custom software that allows the logo to be activated by any sound at all, from human voice to music. Yet the look of the logo differs by the type of sound produced. And each unique version can be saved by its user.
The logo was designed to respond to the current behaviors and preferences of Oi’s customers. It places the user at the center of their experience in a modern and natural way.
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The logo also features a new photography style that seamlessly fits into social media, as well as a new typeface and specially designed icons that bring a sense of functionality to the logo’s fluid form.
As a result, the new logo is a uniquely responsive identity that reflects today’s digital demands and desire for personalization.
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