Instituted in 1995, over the years COAI has emerged as the official voice for the Indian telecom industry, interacting directly with Ministries, Policy Makers, Regulators, Financial Institutions and Technical Bodies. By the year 2012, the organization was looking at expanding its eco-system to include all relevant players associated with Mobile Voice and Data communication industry in India, thereby highlighting its increasing focus on the Mobile Technology factor. It wanted its new corporate identity to reflect the rapid emerging era of convergence with its amalgamation of Voice, data, Broadband, Entertainment and Financial Inclusion.
While the creative pitch ideation threw up radically bold options, COAI wanted something to be retained from the old logo, so that the essence of the original organization identity might not be lost altogether. Woodapple proposed a new design that retained the idea of the honeycomb symbolizing the network of cellular spaces while extending it to a concept of a speech bubble symbolizing COAI’s crucial role as the voice of the telecom industry.
The media responded positively to the new brand identity that represents COAI’s transition from a dominant voice to a dominant data environment and a converging mobility business which calls for a more inclusive approach to the entire sector.