I’ve done a little video and animation work in my career, however, never go into motion design. I’m fascinated by what Andy is capable of doing for companies of all sizes, and will surely recommend him to my clients.
Importance of motion in branding
Screens are all around us now. We spend our days looking at computer, phone, tablet and TV screens. Sometimes all at the same time. This creates more opportunity in terms of design for moving image.
Adding motion and even sound to the toolkit of any brand identity is becoming more and more important as we move into this world. Brand elements can’t afford to just appear static, they need to move, flow and live in these new digital places.
The idea of moving logos aren’t anything new. For years, film studios and then later TV channels (naturally) had it in the bag, but this tended to focus on just their logos and not any other part of their brand toolkit. Arguably they could be regarded as even more so than some of the films themselves
Just as brands protect their colour values, typefaces and logo, so too will they value the protection of their animation style. It’s important as the animation style can help further brand recognition in the same way as colour and typeface do.
brands using motion
O2 by Lambie Nairn
An early adopter of understanding the value of motion with bubbles asset.
Google by Google Design
Fluid, slick and seamless motion, linking the UX with the rest of the
identity.
Newsbeat by Moving Brands
Personality and vibrancy of the brand shown through the motion of the identity.
Eir by Moving Brands
Fresh and fluid motion for a new brand with a breath of fresh air.
Netflix by Gretel
Representing “the infinite, ever-changing catalogue”
There are success stories and if you read this article, you already know some of them.
Even big brands need a makeover from time to time, there’s no shame in doing it for a small business as well.
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