It’s hard to imagine the contemporary world without new technologies, from the internet and digital TV to mobile operators. But even today, there are people who face these technologies with a sense of fear. This is perfectly understandable: often, people are afraid of (or don’t feel like) trying something new, as that would requiring going outside their comfort zone. We developed a strategy that poses a clear challenge for a new mobile operator: to help everyone discover the friendly side of innovations and create a simpe, comfortable digital space. So we launched an emotional design product: the first truly human telecom company, Almatel.
If you were to translate the word «connection» into a visual metaphor, it would look something like two connected dots. And if you play around a bit with that construct, you get a charming logo. The brand’s face took the shape of a cutesy «digital elf». He behaves differently on different media, and can be happy, get tired, or even play hard-to-get – but his main task is to help users. Short lines and remarks help build trusting relationships with our audience and figure out challenging technologies.
A little childish, don’t you think? That’s the whole point: this technique allows us to get away from the stereotype of esoteric, cold technology. We’ve made a telecom company so warm and friendly that you want to give it a hug instead. This simple dot concept can be used as part of a signature style for both text and infographics.
In the context of subjective choices and hard-to-grasp technologies, it’s important to establish an emotional connection with your target audience. Humanity, openness, and readiness to help have become the brand’s most important qualities, and a friendly logo, a recognizable brand personality, and an easy conversational style supports that idea on every level of communication.