Challenge

Wolff Olins were invited back by Brazilian telecommunications giant Oi to refresh their brand, which the agency had originally designed in 2001. During the interim, Oi had transitioned from being a spirited outsider to becoming the market leader and were taking the next step on their journey, moving further into creating services and experiences for its customers. Wolff Olins were asked to help the brand reflect the more digital, fluid and personalised role that Oi now played in their lives. Oi had developed new offers, including TV and content services, which were more focused on what customers wanted. They needed a brand refresh that could signal this change in offer and work with bundles that include content services. The original logo was built for static applications so the new brand needed to interact with customers on all kinds of devices and environments in playful and functional ways.

Outcome

The original logo, called the ‘blobble’, was inspired by the used of speech bubbles to represent the voice of the customer. The new solution built on this idea and created a new identity where the logo’s shape and colour directly reacted to the unique sound of a customer’s voice. A quiet, low voice generated a calm blue logo whereas a loud, high voice created a more wild and colourful symbol. Wolff Olins developed a design system around this user-generated identity, which kept the customer at the centre but felt more contemporary and genuine. The new photography style was more at home in the world of Instagram and Snapchat, and new typeface and specially designed family of icons added a functional, no-nonsense sensibility to balance the fluidity of the logo.