"Off." was developed as a concept buttermilk drink (with real vanilla) for Arla Foods in the course of a study.—"Off." acts as a counterpart to the oversaturated market and philosophy of energy drinks. Instead of pushing forward “Off.
This logotype illustrates freedom literally by having the op half of the M fly off like a bird. The logotype uses the comparison of birds and freedom as a message. This logotype is effective in communicating meaning.