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zigbee alliance

We talk about the Internet of Things (IoT), but how to solve the issue of ‘Why don’t things just work?”


For the zigbee alliance, an organisation of over 400 member businesses all invested in the development of robust standards for connected devices, the need to create a language that worked across all protocols was key to this. They asked Wolff Olins to help them to develop a strong universal brand.


We started by working with zigbee alliance executives to articulate their role in the world: to ignite creativity and collaboration in the development of the Internet of Things, by establishing and maintaining universal open standards for the objects that improve the way we work, play, and live.

From this strategic foundation, we developed a visual language inspired by the circular and rectangular grammar of Morse code that made the complexities of the IoT feel simple. We called it dotdot. Like Morse code, dotdot acts as a linguistic unifier, connecting all the devices in our increasingly complex word.

By moving away from the technical and functional and towards emotional and lifestyle, we created a language that is able to resonate with manufacturers, retailers, influencers and developers.

The logo makes perfect sense and is remarkably effective, especially in answering a complicated brief” BrandNew

The mark itself is a visual abstraction of the technology stack and exists dynamically in several forms. It can be rendered in code through a GitHub repository and can be typed as :|| in SMS. Through its accessibility and usability, dotdot is open to everyone, truly democratising the design language of the IoT.


The new identity was launched at CES in January 2017. zigbee alliance members reported record numbers of new orders and positive interest from a range of businesses across the IoT spectrum. Dotdot creates a new vocabulary for the IoT that simply did not exist before—a language that connects devices, dissolves barriers into the IoT, and ultimately just works.

dotdot. The language for “It Just Works”