Motion logo phenomenon

RE-BLOG , October 16, 2010

Although the static logo has always been the most commonly used form of visual communication, the new media environment brings the opportunity to create more expressive identities. The motion logo has become part of brand identity for companies with a strong presence in digital media and on screen. This dynamic approach does not replace the traditional logo but it’s more like an extension of the identity, adding a new dimension, being more expressive. So, a static logo needs to be created for every dynamic identity.

Swisscom, the leading telecommunications provider in Switzerland, is our first example of motion logo. It was created by the digital and branding agency Moving Brands in 2008.

Source:< SECCA is another example of motion logo that was created for a center for contemporary art. It was developed by Pentagram in 2010. You can see in the image below how this motion logo was adapted to print media. SECCA MOTION LOGO

Unlike the first two examples that used computer generated images, this last example implies crafted techniques. The logo features a film captured sequence. It’s the case of FOCAL logo, designed by Crictor studio in 2010 for the Foundation for professional training in cinema and audiovisual media.


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