The value of Motion Identities
Motion is a crucial tool in communicating a brand’s personality, identity and recognition - and should be used as consistently as any logo, color palette or typography. Motion identities ensure a consistent brand experience across all platforms, setting the tone for the brand’s user relationships. How the brand moves is an essential part of building trust and standing out in a digital marketplace.
Key elements of a Motion Identity
A motion identity can include several elements, such as logo animations, typographic animations, transitions, and more. These elements are defined under the motion principles used for that brand: a set of guidelines that dictate how they should move through speed, easing and timing. These motion principles are included in a brand’s manual, showcasing examples of use and defined rules. The elements are then organized into motion templates, ensuring not only a consistent motion identity, but a library of easy-to-use, accessible assets for any designer working with that brand.
Motion identities as a personal project
To showcase the strategic use of motion identities, I pursued a personal project which involved conceptualizing, crafting and publishing motion identities for imaginary brands. This project was a way of demonstrating the importance, impact and pure joy of including motion in visual identities.
Each brand was built from the ground up with a brand strategy, target audience and conceptual vision, leading to the production of brand elements such as logos, typography, color pallette and layout. With motion in the forefront, each design choice was based on the brand’s industry and how this could be reflected in the motion design. The final result was edited into a casefilm for each brand, demonstrating the use of each motion element.
no. 1 Restless
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Restless is a hypothetical online self-help magazine, with a punk rock approach to mental health.
Restless visual and motion identity embodies the rebellious spirit of punk rock, urbanism, and brutalism, strategically chosen to resonate with its audience seeking a non-conventional approach to self-help. The vibrant orange symbolizes energy, intensity, and a call to action, reflecting the bold attitude of punk culture. The use of black and white creates a striking contrast, enhancing readability and capturing the essence of simplicity found in urban aesthetics and brutalist architecture.
Concrete blocks, a key visual element, represent strength, resilience, and the unapologetic nature of punk philosophy. Their raw and imperfect texture speaks to the authenticity and realness encouraged by the self-help content within the magazine. The bright orange rubber band, a symbol of flexibility and adaptability, serves as a metaphor for breaking free from constraints, aligning with the magazine’s mission to inspire personal growth.
By merging punk rock’s rebellious edge, urbanism’s gritty allure, and brutalism’s raw simplicity, Restless aims to attract a dynamic audience seeking self-help content delivered with a punch of unconventional motivation.
no. 2 Toetly
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Toetly is a hypothetical sock brand with an aim to blend Nordic coolness and motivational messaging.
The identity is crafted to reflect a sense of simplicity, sophistication, and a touch of Nordic elegance. The monochromatic colors emanate a timeless and versatile aesthetic, while also paying homage to the natural hues prevalent in Nordic landscapes. Not only do the colors provide a sense of calm and neutrality, but also ensure a seamless integration into Nordic wardrobes. The logo icon is a meeting of two socks, a symbol of unity, connection and the idea that every step taken in Toetly’s socks is a step towards a harmonious and balanced life.
The movement in Toetly’s visual elements showcase the lightness and comfort of the product, and create a visually engaging experience for the audience. Effortless, breathy movements align with the brand’s commitment to ease and simplicity.
no. 3 Peelery
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Peelery is a hypothetical brand specializing in luxurious face masks that rejuvenate and revitalize the skin. The brand’s identity is designed to evoke the essence of boldness and confidence that customers experience after indulging in a Peelery face mask session.
Central to Peelery’s identity is a small shape reminiscent of the folds found in beauty face masks. This graphic element is strategically integrated into the logo, typography, and various design assets. This reinforces brand recognition and cohesion across various touchpoints. It serves as a unifying element, tying together packaging, marketing materials, and digital assets with a distinct and recognizable motif.
To invoke a sensory experience for its audience, visual elements revolve around 3D motion design of face masks. These animations capture the transformative experience of using Peelery masks, portraying the evolution from application to removal with fluidity and grace.
The color palette is bold yet calming. Peach symbolizes vitality and youthfulness, while black signifies luxury and prestige. Beige complements these colors, exuding warmth and comfort.
no. 4 *strsk
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*strsk is a hypothetical AI tool tailored for academic citation and research, designed to help you find references in your scholarly writing process.
The asterisk symbol is central to *strsk’s visual identity, as it communicates the concept of the brand in a clear and simple way. The asterisk traditionally serves as a symbol for references, footnotes or additional details in written communication.
The 3D visuals highlight the contours of the asterisk symbol. The textures evoke associations with libraries, academic institutions and scholarly publications, where referencing and citation practices are fundamental. Textures such as paper, graphite, chalk and wood evoke the tactile experience of academic materials. The shape is never seen in its full form, suggesting that there is more to explore or uncover, referencing the concept of an asterisk, and of the brand itself.
The tagline’s wide spaces are not only a stylistic choice, but invite viewers to read the words in whichever order, and still understanding what the tool is for. For example, one could read “AI for academic citation”, but also, “For academic AI citation” or “Citation AI for academic”.
*strsk’s visual identity strikes a balance between youthful energy and grounded maturity, reflecting the characteristics of its target audience. With a professional and sophisticated color palette, it symbolizes clarity and authority, and still maintains a sense of warmth.
no. 5 Spoops
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Spoops is a hypothetical podcast telling spooky stories with a cozy vibe, aiming to create a comforting experience for its audience within the realm of the supernatural. It’s visual identity aims to reflect this distinct personality through a blend of modern appeal and grounded design elements.
What it lacks in color palette (a simple black and white) it makes up for in texture, using overly grainy textures and blurred elements. This aims to accentuate the eerie yet cozy ambience of the podcast.
Through stuttery animations, it aims for a grounded motion identity that doesn’t take itself too seriously. A simple ghostly character design serves as the mascot for the «Spoops» brand, whicj pops up to say hello in all the various brand formats. This friendly ghost adds a touch of charm and childishness while embodying the supernatural theme of the podcast.
no. 6 Frewt
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Lunchtime! Frewt is a hypothetical brand of lunchboxes designed to keep fruit fresh throughout the day. The core concept behind Frewt’s brand identity revolves around bento-inspired layout design, using rounded corners as a graphic element throughout. This approach not only nods to the product’s functionality but also serves as a principle for the entire visual identity.
It’s logo is subtly modified with rounded corners on its most square element, harmonizing with the rest of the identity and adding a touch of simplicity. The typography strikes a delicate balance between cleanliness and expressiveness, combinjng a legible sans-serif and a dynamic serif font.
Central to Frewt’s visual identity are its stylized fruit illustrations. Inspired by the square compartments of a lunchbox, these illustrations undergo a transformation to adopt a square-like appearance, seamlessly integrating with the overall design language. The animated nature of these illustrations adds a bouncy and fresh dimension to the brand, infusing it with a lively energy.
no. 7 Teacraft
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Teacraft is a hypothetical tea manufacturer of flavors such as ginger, chamomile and ginger. It merges the enchanting aesthetics of dark academia with elements of witchcraft and alchemy. The brand’s identity is rooted in vintage, gothic and mystical aesthetics, evoking a magical and ancient atmosphere.
The colors blend together a faded black and an aged white, paired with a striking bold orange. The brand typography is inspired by old alchemy and botany books, accompanied by a modern sans-serif typeface. This combination evokes a vintage allure while maintaining a modern edge.
Each tea symbol is associated with a unique symbol, reminiscent of celestial bodies or alchemical symbols. Scattered through the design, they not only represent the variety of flavors, but also create a star-field to enhance the witchy, mystical vibe. These are combined with gothic forms and lines that draw inspiration from old scientific diagrams, giving the brand a scholarly yet arcane feel.