Self-generating logo transforms in response to sound

Branding agency Wolff Olins creates responsive logo that changes colour and shape depending on the sounds around it.

Creating a unique and memorable logo design is not easy. Which is why branding agency Wolff Olins went for something completely different when designing a new identity for Brazilian telecoms company Oi.

Partnered with digital art and design studio Onformative, Oi's new logo can transform into 70 different shapes and colours according to the sound around it.

Oi logo design

Oi's new logo can transform into 70 different shapes and colours according to the sound around it

The sound-generated logo concept enables anyone to animate their Oi logo by talking, shouting, clapping or playing music. But the eventual colour and shape of the logo depends primarily on the pitch and volume of the user's voice, with choices based on intuition and colour theory.

Loud, high pitched voices are likely to produce skinny, flourescent designs, whereas those with a deep voice conjuring red and brown colours and quiet, calm voices producing a variation of blue.

Oi logo design

So what Oi logo design does your voice create?

"The main reason to create this design was a human one," says Wolff Olins design director Campbell Butler. "It's wonderful to talk to a blob and watch it respond in different ways.

And that's not all. The logo will also change depending on the dynamism of the sound, with a complete colour spectrum designed to capture the correct mood. So what Oi logo design does your voice create?

ABOUT THE AUTHOR

Kerrie Hughes is associate editor at Creative Bloq. Her employment at Future Publishing began in January 2010 as staff writer for 3D World magazine. Since then, she's written regularly for other publications, including ImagineFX and Computer Arts magazines.

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