International mobile telecommunications company Vodafone operates in more than 25 countries. It wanted a global identity that would allow it to connect with existing customers and a wider music-loving audience. The Brand Union created a set of symbols, alphabet and rules from the contemporary shapes of music, needing no translation. The distinctly Vodafone visual language builds an emotional relationship with consumers in an overcrowded music market. It is playful, colourful and interactive, and provides unlimited ways of expression using the universal symbols for stop, play, record, rewind and pause. The language crosses borders, enabling Vodafone to build an emotional relationship with their consumers globally.
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