International telecommunications provider Vodafone, operational in 27 countries, set themselves the objective of becoming a serious contender in the music arena, from content provided through Vodafone live! to live music events. Vodafone required an identity that could be used globally and would allow it to connect not only with existing customers but wider music loving audiences as well.

Music has no borders, no limits; it is passionate, pioneering and entirely personal, with a presence across varying media.

Creating stand-out in an already overcrowded music market, we created a set of symbols, alphabet and rules from the contemporary shapes of music, needing no translation.

The language is playful, colourful and interactive, providing unlimited ways of expression in Vodafone’s international markets, using recognised actions Stop, Play, Record, Rewind and Pause. The identity is brought to life through a graphic alphabet and number series.

The new identity has been rolled out across all the countries Vodafone operates in and each market has the flexibility to tailor its communications for different audiences and individual music campaigns.From Madonna’s launch of Hard Candy – where Vodafone Music offered their subscribers first download of the “Four Minutes” single before it went to market – to the Vodafone Music Unlimited in Cologne and The New Zealand Music Awards, live concerts that served as platforms for the identity, the language has unlimited ways of expression.Localised for different markets and activated across all media, the possibilities are endless.