Orange
Bringing Ai to life
Global visual identity system that brings to life the new Orange™ AI virtual assistant (Djingo) in a simple, ownable and adaptable global language. The new AI virtual assistant can be controlled by voice or text. It offers an easy and intuitive way for you to navigate Orange TV™, manage your connected home, make a call or access lots of other services.
Binary code (Dot & Dash) is how most computerised devices send, receive, and store information.
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We already had a square, we just needed a circle.
Seeking Clarity. Improving Power
The new identity has an intelligent link to the Orange masterbrand and forms of communication (Dot & Dash). Born from the original Orange brand mark (square) we created an avatar that represented the AI Virtual Assistant - Djingo. The avatar humanises the Ai platform, virtual assistants are known to have a lack of character, personality and emotion. The simple recognisable human form eases user relationships with an otherwise soulless interface.
Djingo is built on a single global visual language. A strong and adaptable design system that is both progressive and future focused.
Brand Platform
Weather UI. Generative Design
The brand foundation allows the brand to express greater levels of complexity / sophistication where appropriate. Intelligent and sophisticated. Invoking moments of discovery.
Music UI
Djingo is a technology/service with the capability of machine learning. We felt that the identity should reflect this and be able to adapt according to different parameters whilst still retaining a clear identity.
We developed new software that allows the user to control and adapt the parameters of the Djingo Identity. Building on the already successful Djingo logotype this dynamic layer of adabtability allows for more interaction and playfullness. A strong and adaptable design system helps to future proof the brand and create a rich and progressive design language.
While the generative design informed digital applications, it also enabled us to create unique solutions for packaging and print.
Emotion
We also developed an expression library for Djingo. The head of Djingo being dynamic and expressive whilst the body a constant.
Overview
