By adding movement and visual storytelling to elements such as logos, typography, and colour schemes, animation has the power to evoke emotions, creating a deeper connection with the audience.
Engaging animations in marketing materials, social media posts, and website elements can create a more immersive and memorable experience for the user, leading to increased engagement with the brand.
Using animation in a brand's identity enables businesses to maintain a cohesive look and feel across 360º communication channels, reinforcing brand recognition.
Overall, motion design adds depth and elevates branding and design identity. By incorporating motion elements that align with the brand's values and personality, brands can convey their message in a more emotionally impactful way, promoting brand loyalty and affinity.
Brands can use animated videos or motion graphics to narrate their brand story, showcase product features, or explain complex concepts in an appealing and accessible manner. This approach helps in delivering brand messages more effectively and makes them catchy and shareable.
Let’s get more personal here.
For CARTEL’s branding, we decided to go black and white. Why? Most of our work is colourful and somewhat playful. We thought if we added more colours, we couldn’t go too bold on either forms or animation. Something had to give, so we decided on a total B&W approach.
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We had the pleasure of working with an amazing graphic designer (Marcelo) and he came up with a concept we loved - since CARTEL is a combination of different people with various skills, it reminded him of playing cards. He then translated the typical suits to graphic elements and incorporated them in our branding.The first version of the logo we got was bold but still very… tight. We told the designer to redo the logo but after having a few drinks, while listening to some samba & pagode (very uplifting Brazilian music) - and that’s how our logo was born!Then it was the fun part for us: animating the logo. We choose a very fun, playful way to animate, using the graphic forms as secondary animation and animating each letter with a different animation.
We think of ourselves as nice and approachable and fun to work with, so we wanted to translate that to our studio branding. Of course we understand this might not be the path for every business, but as an animation studio it was important for us to push the animation to the edge as well as to show what we are about.
How Do You Make Your Brand’s Motion Stand Out?
Nailing the nuances. Focusing on the smaller details and fine-tuning what most people won’t even notice. These subtle choices will shape the character of your motion and, consequently, your branding.
To achieve this, it’s essential to spend time defining how you work with motion. It’s also important to allocate time for R&D (research and development). This process allows a motion design studio to find creative solutions that might not be immediately obvious, helping your brand stand out with clarity and shape its unique personality.
A modular, systematic approach can also be effective. This method allows the studio to develop multiple animations based on specific animating parameters—such as starting with opacity adjustments, then focusing on position, and eventually combining the two.
This systematic approach leads to new ideas, while giving you the opportunity to discard what doesn’t work and understand why certain animations might not fit.
