Wolff Olins has created the branding for Dotdot, a new code language which aims to bring together connected home products and help them work in sync.
Dotdot has been produced by Zigbee Alliance, and is a universal coding language used to connect the ‘internet of things’. This includes home products – such as heating, entertainment devices and alarm systems – which can be controlled remotely via smartphone apps.
Zigbee Alliance is an organisation which seeks to establish quality control and universal standards in connected home products, offering membership to partners. Current partners include Philips and Huawei.
As Dotdot aims to be a universal language that can be used across different products, this means that “consumers can choose the brands and products that work for them”, and use a range of different brands, says Wolff Olins.
The visual identity includes a series of circles and rectangles, which has been inspired by the universal language of Morse code, says Wolff Olins.
The main logo mark features two horizontal rectangles, with two dots above them. This aims to represent hardware, software and connected home objects on top, says the consultancy.
The colour palette is black and white, which aims to make the logo easy to reproduce on any platform, says Wolff Olins.
Forest Young, head of design at Wolff Olins San Francisco, says: “The :|| mark can be typed in SMS using a single colon with two vertical bars on your keyboard. This frees the design from the limitations of traditional brand expressions and democratises its use.”
Typeface Montserrat has been used for headings, and Hind for body copy. Both were created as part of an open source, collaborative initiative by Google Fonts, which aimed to convey the idea of Dotdot as “open and accessible to everyone”, says Young.
The new branding was launched at this year’s Consumer Electronics Show (CES), across touchpoints such as shuttle bus advertising, merchandise and staff uniforms. It will continue to roll-out on online platforms.