Level up your creative strategy with Sir John Hegarty, will.i.am and leaders at TwentyFirstCenturyBrand, Walmart, Spotify, Hartbeat and more. RSPV and join Adweek Abroad in Cannes: The Business Case for Creativity at Whalar House, June 18–22.
Brands talk endlessly about attention to individual customers. But Brazilian telecom company Oi has extended that idea to its very logo—a shapeshifting mark that responds to sound and looks different to every customers who speaks to it.
"We developed an interactive approach to the identity, experimenting with sound and touch activation, so that there could be as many subtle variations of the Oi logo as there are people who interact with it," says Wolff Olins, the design shop behind it.
Wolff Olins worked with digital art and design studio Onformative on the concept.