We like dots. With the scope to add a dynamic and adaptable element to a brand identity, and as a metaphor for people, dots can be a pretty handy tool within a brand identity. Technology manufacturer, Belkin, recently launched a new dot-based look, created by our favourite agency, Wolff Olins. Belkin's dots are used to illustrate the connection between people and technology.
Belkin's Chief Brand Officer explained: “The new Belkin logo... symbolizes our commitment to take inspiration from people, and acknowledges the connection between people and the experiences they value most.”
We like the approachable yet techie feel that's been achieved. We recently implemented a similar idea in our CMC identity design, and like Belkin, we've animated our friendly dots to demonstrate adaptability, which, in a corporate world, is key.
