Sound effects

Brazil – Telecoms company Oi has launched a new interactive logo that responds to sound.

• The logo can be animated by talking, making sounds or playing music
• It was developed by creative agency Wolff Olins and digital designers Onformative

The logo, which forms part of Oi’s refreshed identity, responds to the volume and pitch of sounds that it hears. Volume affects the size, while pitch varies the shape and colour – from calm blues to wilder, fluorescent pinks and purples.

‘People are at the heart of this brand,’ says Campbell Butler, design director at Wolff Olins. ‘An important part of the brief was to develop icons and typography that could easily be read by anyone on any device.’

The logo will respond to the sounds and voices of its customers when they visit online and in stores. Customers can also save their own unique version based on their own voice, a nice touch for a brand that specialises in communication.