An orange square, the MTS "egg," and a voice-activated logo: projects by Wolff Olins Studio

Contents:

• Fox for Hadfields paints
• Orange square
• 25 drawings for Unilever
• MTS egg logo
• Lettering FC Zenit
• Interactive Oi logo

Wolff Olins is a branding agency that has gained recognition for its revolutionary visual solutions and close collaboration with Russian companies. Founded in 1965 in London by designer Michael Wolff, a descendant of Russian emigrants, and advertising specialist Wally Olins, the agency has become a pioneer in creating unique and memorable brands. Wolff Olins actively develops branding strategies that help companies stand out from the competition and effectively engage with their target audience.

Since the early 2000s, Wolff Olins has been part of the American holding company Omnicom Group. Currently, two of the company's three main offices are located in the United States, and one is in the United Kingdom. Additional offices are located in European cities and Dubai. Wolff Olins' clients span the globe, including Europe, Asia, and Russia. Many renowned brands with whom we interact daily have had their identities developed by this studio. Wolff Olins has established itself as a leading player in branding and design, offering innovative solutions for creating a unique corporate image. Our selection features striking projects by Wolff Olins, including both renowned and unexpected designs. We will examine iconic works that demonstrate a creative approach and innovative solutions in branding. Wolff Olins is known for its bold concepts and effective strategies that help companies stand out in the marketplace and achieve success.

Fox for Hadfields Paints

Wolff Olins, a pioneer in branding, achieved significant success in the 1960s with the creation of a corporate identity for the paint manufacturer. This style is based on images of a fox depicted in various moods. While this design may seem conventional to consumers today, at the time it was an innovative approach to visual brand identity. The fox imagery not only attracted attention but also created an emotional connection with the product, which in turn helped strengthen the brand's position in the market.

In the middle of the last century, Swiss style, focusing on extreme minimalism, dominated global design. If the fox had been removed from the packaging, leaving only a white background with black lettering, the corporate identity would have been entirely in keeping with the trends of the time. However, at Wolff Olins, the key design element was an illustration filled with numerous small details. This decision emphasizes the brand's uniqueness and its ability to stand out from the minimalist trends, demonstrating the importance of a creative approach in modern design.

This design not only stands out for its unique manner of depiction, but is also considered one of the first examples of dynamic identity. Instead of using the same image of a fox on all cans, the designers created different illustrations for each type of paint. At the same time, it is clearly understood that these illustrations all represent the same fox. This approach emphasizes creativity and innovation in design, demonstrating how variety can be used to create a unified visual language.

When developing the corporate identity, the designers set themselves the task of making the Hadfields brand as noticeable as its large competitors with large advertising budgets. This goal was successfully achieved, and the project received several awards for outstanding achievements in the field of design and branding.

Orange Square

The logo of the French telecommunications company Orange, designed in 1994, is an example of minimalist design. The company name "Orange" translates from English as "orange" and "orange." To avoid the direct association with orange, the designers decided to use a square shape for the logo. This approach emphasizes the modernity and versatility of the brand, making it easily memorable and recognizable in the market.

In 2015, Wolff Olins redesigned its Orange corporate identity, which resulted in a more diverse visual language for the brand. The main goal of the update was to adapt the design for the online space, which improved user interaction and increased brand awareness in the digital environment.

The new visual solution is a square that has been converted into a frame. Within the frame are brief statements that clearly reflect the company's customer values. This update helps highlight the importance of customer priorities and creates a more appealing visual image that facilitates better perception of information.

25 Drawings for Unilever

After Wolff Olins joined the American group Omnicom in 2001, the agency's most significant design projects for major brands were implemented. One of these projects was the Unilever logo, created in 2004. This logo is a variety of different symbols combined to form the first letter of the brand name. The logo design reflects the diversity of Unilever's products and its commitment to sustainable development, emphasizing innovation and quality.

The company's official website provides a detailed explanation of all 25 symbols that make up the brand name. This number of images reflects Unilever's broad reach, encompassing numerous sub-brands in food, cosmetics, hygiene, and household cleaning products. Understanding the symbols helps better understand the brand's identity and diversity.

MTS Egg Logo

The MTS logo raises questions for many users. The design was developed by Wolff Olins, a company known for its innovative approaches to branding. The logo's shape symbolizes dynamism and modernity, reflecting the company's commitment to development and innovation in the communications industry. This logo has become not only a recognizable sign, but also an important part of the MTS brand image, emphasizing its leadership in the mobile communications market.

In 2006, the agency developed a unique logo for the Russian company MTS. Since then, the brand has undergone several rebranding processes, while the core design elements have remained unchanged. The egg shape in the logo has remained unchanged to this day, and the red color has become an integral part of the company's visual identity. This symbol is strongly associated with the brand and reflects its values ​​​​and dynamic development in the telecommunications services market.

At first glance, the egg has nothing to do with mobile communications. However, in some interpretations, it symbolizes simplicity, primacy, and potential. Such a logo stands out from the competition, attracting attention and leaving a memorable mark in the minds of consumers. Using non-standard symbols, such as an egg, can be an effective tool in creating a unique brand image in the mobile communications industry.

Lettering FC Zenit

In 2013, Wolff Olins, together with Russian type designer Ilya Ruderman, presented an updated logo for the Zenit football club. The new design was based on the concept of the original logo, but the designers made changes to the shape of the letters and the proportions of the arrow, which refreshed the brand's visual style. The updated logo has become a symbol of the club's modern approach to its image and has strengthened its position in the sports arena.

During the logo redesign, a star was added to the top, but the base, made in the lettering style, remained unchanged. This work stands out among football club emblems for its simplicity, as most logos resemble coats of arms with numerous symbolic details. The new design emphasizes the club's uniqueness while retaining elements of traditional design, making it more modern and memorable. Wolff Olins's clients include not only MTS and Zenit, but also developed identities for such well-known brands as Beeline, Alfa Bank, and Euroset. One of the agency's founders, Michael Wolf, after leaving the company, led the creation of the corporate identity for the Russian bank Poydem. This project continues to generate much discussion and debate in the banking industry, underscoring its significance in the fields of design and branding.

Oi Interactive Logo

In 2016, Brazilian telecommunications company Oi unveiled an innovative interactive logo designed by Wolff Olins. This unique logo can change shape and color in response to the user's voice, creating a dynamic interaction with customers. The interactive design allows the Oi brand to stand out from the competition and establish a deeper connection with its audience, increasing engagement and interest in the company's products and services. This approach demonstrates Oi's commitment to modern technology and innovation in the telecommunications sector.

Oi Voices is a project from Wolff Olins that explores the unique voices and perspectives of people. The videos feature inspiring stories that highlight the diversity and individuality of each participant. As a leading branding company, Wolff Olins is committed to unleashing the power of unique voices by creating a platform for the exchange of ideas and experiences. This video is an important step in understanding how individual stories can influence the formation of public opinion and culture. Watching Oi Voices will deepen your understanding of the role of personal experience in the modern world and demonstrate how diversity can enrich our environment. The quieter and lower the sound, the more soothing the colors and movements of the logo become. In response to a high-pitched, loud voice, the logo activates, displaying vibrant colors and dynamic animation. The software for this concept was developed by Onformative, creating a unique visual and audio experience for the brand. While the interactive logo has no practical function, it adds an element of gamification to customer interactions with the brand. Users can save their own unique versions of the logo, fostering a personalized experience. Oi uses some of these versions in its print and online advertising. The basic version of the logo without animation is presented as follows: