Tata Docomo’s Cat

It isn’t often that we see purely graphic animations like these spots for Tata Docomo, part of a new branding effort by Wolff Olins for a merger between two telecommunications networks in India. But in these new mnemonic animations, the elementary shapes which make up the logo come to life to become more than just a static mark. The geometric forms are modular and recombinant, reminiscent of building blocks, Colorform sets or Ed Emberly drawings: which like like the new logo can be arranged and re-arranged in many different ways. And in each of these animations the shapes are funny, playful and cheerful: characteristics that the new brand wants to embody and let its customers embrace. Simply made and charming, but not simple.

We’re not sure who is directly responsible for these animations, but they’re lovely: Balance, Over Water, Seesaw, Squash, Shree Ganesha Hindi

See more on the branding here at Brand New.

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Brandon Lori

While these had some squash and stretch, they’re somewhat reminiscent of the Chuck Jones classic, “The Dot and The Line: A Romance in Lower Mathematics” — which didn’t. Nice!


Nice, but seems like more of a Quickie to me.


maybe they’re growers, but right now I’m not liking these too much – although it’s interesting to see work from / commissioned by such a behemoth of the branding world. I wonder, if these were not Wolf Olins pieces would they be seen in the same light.

I find the audio pretty irritating and the animation a bit naff!


good to see all the same though – I don’t mean to come across as an ungrateful tw*t!


Bran Dougherty-Johnson

Thanks, Mewt.
That one’s really good as well! I’ll update the post to include it. There are also a bunch of user-generated ones for a contest, some of which are more successful than others. I think in this case it’s the limitations imposed (only 2D animation, flat color, not distorting the shapes, etc. ) which allow all of these animations to be so effective. At least to me, others have different taste.


Awful and distracting


I love how simple it is. Works well with their website homepage. Perfect audio for a ring tone as well. Nice!

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