Motion graphics have become a core part of design today with logo animation playing an important role in aiding brand messaging and recognition. We check out the benefits of investing in an animated logo and take a look at different styles and how best to apply them.
Benefits
1. Brand Awareness & Engagement
An animated logo offers an opportunity to showcase a more in-depth display of your brands personality. This allows your audience to resonate and engage with your brand, in turn making it more memorable.
2. Evoke Emotion
Animation can be used to trigger emotion and subsequently, create connection. A great example of this is LA’s 2028 Olympic logo. Consisting of over 26 variants, the logo draws on the city’s diversity and unity, drawing attention to some of the city's most notable athletes, artists and cultural figures.
3. Originality
Logo animation can affirm originality and exhibit innovation, setting you apart from the competition and taking your visual identity to the next level.
4. Enhance Personality
Animation can enhance your brands personality by adding context and depth to your brand story, helping portray your brands core values.
Styles
1. Looping Animated Logo
A repeating animation, perfect for when your logo is continuously displayed, for example, on websites or digital ads. it’s important the beginning and ending is the same so that the transition is seamless. If this isn’t possible, fading and re-emerging from a background can work for this type of animation, allowing for more design freedom.
2. Changing Animated Logo
A logo changing from one thing to another. It could be one version of the logo to another or a pictorial logo to a word mark. This style can provide more detailed information about what the brand offers.
3. Partially Animated Logo
This is when the traditional logo is mostly static and certain sections are bought to life. Usually works best as an animated background making the static logo stand out.
4. Animated introductions
The main logo image is static but there is a short animated intro. This type is commonly used in the film industry at the beggining of films.
Usage
Animated logos can be used across any digital marketing platforms. From social media and websites to promotional videos, presentations and email signatures, an animated logo will be sure to leave a lasting impression.
Finally, an animated logo is not to be used in replacement to a static logo but acts as an aid to draw attention, create connection and encourage engagement across digital platforms. Saying this, it is important that the animated logo fits in with the overall tone of your brand and that it is suitable for your target audience.
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