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Branding Motion

Lesson 19 from: Creating Brand Identity Systems

Brian Schmitt

Branding Motion

Lesson 19 from: Creating Brand Identity Systems

Brian Schmitt

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Lesson Info

19. Branding Motion

Lesson Info

Branding Motion

good branding programs have a motion component and or animation showing the brand in motion can mean animating the logo creating typographic animations, animated illustration or a cinematography style. They'll be used in brand communication as video is increasingly used everywhere, designers will have to bring motion to their branding programs, usually with audio selecting music to go with. Video is important as it drives the pacing as well as the mood of the edit. There's also sonic branding, which is an audio tag line, a song or a sound that's associated with the brand. Mhm. And branding projects creating video may be the most relevant way to reach your brand's audience. Find a way to produce motion pieces by collaborating with other creatives or learning how to use motion graphics software like after effects and premiere pro and adobe creative cloud to bring your designs to life. Motion is an important part of any brand identity system because especially in today's digital world, th...

at's how the brand comes alive. Um So this could be as simple as creating an animation for your brand, like this one um which shows the logo type animating going into the app icon and then out into a program name. So this animation help me for end tags and also created an animation for the beginning of the app, but you're going to have different opportunities in your visual program. Um And when you're thinking about motion, try to identify the opportunities. You know if it's um an app maybe there's an animation that when the logo comes on screen, so developing logo. Animations could be a great way to identify motion opportunities in your visual program but it can be more nuanced than that, it can be finding a cinematography style and then every time your brand has communication you're shooting it in that cinematography style and that becomes what your brand is known for and that's your your brand identity. So motion can be as small as the icing on the cake of making a brand work great or it can be as large as encompassing your entire brand. And you know, showing how you fit into the world when you're creating a brand identity system within your style guide and everything else. Think about motion creates style frames. Even if you're not creating animations, show how to use your logo, how to use your brand identity pieces in animation. So your partners can create that content with what you've made. Show guidelines of how to use your branding in motion and also reference and identify cinematography and motion work. That's on brand. You might want to go to Youtube or other sites and bookmark things that you feel are best. I'll often do this in the beginning of projects along with everything else. Gathering imagery, also gather video so that when you're creating um work and you're showing mood boards, you can show moving imagery as well as static imagery. I would group this a little bit in your overall imagery research and image making because all those things, you know, illustration, um photography rendering, they can all move as well. Um So the overall image making component is key and then once that starts to move, you know, you have to figure out how that looks as a part of your brand identity system. For excellent examples of moving image commercial work, see the website motion ah gopher dot com. I also suggest to read the book A Life in Film and design the monograph about Saul Bass and see some of his amazing work in film titles as well as graphic design and branding. Mhm.