It isn’t often that we see purely graphic animations like these spots for Tata Docomo, part of a new branding effort by Wolff Olins for a merger between two telecommunications networks in India. But in these new mnemonic animations, the elementary shapes which make up the logo come to life to become more than just a static mark. The geometric forms are modular and recombinant, reminiscent of building blocks, Colorform sets or Ed Emberly drawings: which like like the new logo can be arranged and re-arranged in many different ways. And in each of these animations the shapes are funny, playful and cheerful: characteristics that the new brand wants to embody and let its customers embrace. Simply made and charming, but not simple.