Make motion the pulse of your branding
Technology has completely transformed the motion landscape, especially in branding. Motion is no longer just about logos and explainer animations; it’s about creating a seamless, dynamic experience across all brand touchpoints.
Every day, brands use motion to grab our attention. From massive display screens (some the size of buildings), to the animation of individual icons, motion design is everywhere. This evolution means you need a strategic approach to motion design and systems. It’s about making sure your motion tells your story, and how as a tool it scales and unfolds across platforms.
Motion sets your brand apart, gives it personality, and makes it memorable. It helps explain complex tech in simple ways and connects with people on an emotional level.
We handle various motion projects, from brands that need a full motion identity to those that need quick, impactful animations for campaigns or products. No matter the project, motion should be a core part of your visual identity. It’s about seeing your brand in a new way and finding a fresh way to communicate.
Whatever position you’re in, here’s what to consider when creating your brand’s motion language:
Motion identities
Motion gives your brand character and personality. It embodies the values and identity through movement. Even the humble square can burst with personality by the way motion is applied, thanks to the 12 principles of animation introduced by Disney animators, Ollie Johnston and Frank Thomas, in their 1981 book, The Illusion of Life: Disney Animation.
- Squash and Stretch.
- Anticipation.
- Staging.
- Straight Ahead Action and Pose to Pose.
- Follow Through and Overlapping Action.
- Ease In, Ease Out.
- Arcs.
- Secondary Action.
- Timing.
- Exaggeration.
- Solid drawing
- Appeal
Why do these principles matter? They make your brand elements feel alive and engaging. For B2B tech brands, a subtle application of these principles can convey something like professionalism and innovation. For example, ‘Ease In, Ease Out’ can make UI transitions feel smooth and polished, while ‘Anticipation’ can draw attention to important data points or calls-to-action.
Developing how a brand moves
Creating a unique motion identity starts with understanding the brief and the goals. What success looks like for your brand? It could be making digital interactions more intuitive and engaging or evoking a gut feeling. Have a ponder. You should scope out existing work and review the brand identity holistically to make sure everything fits together.
Exploring core motion attributes
This is where the real fun begins – translating brand principles into motion. Think about your brand’s personality and values. Is it precise and technical, or fluid and organic? Bold and energetic, or calm and steady? For B2B tech brands, you might lean towards motions that emphasise efficiency and reliability, while still incorporating elements of innovation. But it totally depends on your brand – it will be unique for you.
Start with basic or abstract shapes and move into transitions and behaviours.
Creating a motion visual language
From your explorations, build a visual language that maintains consistency. Focus on your distinctive assets and what you’re known for. Make sure it’s cohesive and true to your brand’s personality. You might not need a full set of motion guidelines right away, but having core principles is a good start. These can evolve as your motion expertise and ambition grows.
Evolve and enjoy the journey
Great motion in branding is a journey. Keep experimenting, learning, and refining. Stay updated on trends, techniques and tools to keep your motion design fresh and relevant.
With the basics down, it’s time to level-up.
Motion curves
Now we’re getting into the nitty-gritty: motion curves. The pace elements move is just as important as the “how”, and it goes beyond easing in and out. There’s an art to timing and pacing in motion language, and it’s a biggie to get right.
Speed graphs are becoming more common in brand guidelines showing how quickly or slowly elements should move, affecting the rhythm and personality of your brand. It can build tone and narrative or convey a mood. For example check out the work we did with Noname Security, where we created motion principles alongside brand work.
You ride and die on the consistency of your brand. Consistent timing presets for different types of motion—from micro-interactions in your UI to larger animations — help reinforce your brand’s identity.
Framework and grid systems
As you get more sophisticated, you’ll need to integrate your motion elements into a system. It’s like a blueprint for your motion design. It provides a structured framework that guides the placement and movement of elements. This structure ensures that your animations are aligned, balanced, and consistent across different media and devices.
Crafting motion systems
Motion systems are designed to create consistency and flexibility across applications and teams. They include 2D and 3D elements, typography, video, and imagery – all part of comprehensive brand guidelines. This structured approach governs the use of motion across your brand comms and importantly brings scalability as you apply motion to more of your creative work.
Again for Noname Security, we established a 12-column grid that integrated their motion elements seamlessly into their brand identity. It means that every motion—from icon animations to page transitions—was aligned and balanced.
Implementing motion across touchpoints
Now, let’s bring it all together. Consider how your brand’s motion will be activated across the touchpoints:
Website and digital platforms: Use motion to guide users through complex information, highlight key features, and create an engaging experience.
Product interfaces: Providing feedback, indicating loading states, and improving navigation intuitiveness.
Product demos: Make complex features accessible and exciting with dynamic animations.
Content: Make your content memorable, likeable and shareable, cutting through the noise.
Social media content: Stand out in feeds with motion graphics that build your brand, or quickly convey complex ideas.
Trade show displays: Don’t just show up – turn up. Keep people engaged and entertained with immersive backgrounds and purpose-built event motion.
OOH & Ads: Bring your brand to life in the physical world with dynamic out-of-home advertising and motion-enhanced ads. Create animations that can be used as ads on a global scale.
Remember, the goal is to enhance the user experience and reinforce your brand identity without overwhelming your audience. Keep the end-user and interaction in mind.
Sound and motion design combined
Sound design and motion together are powerful. From music and adding sound effects in videos to sonic branding, sound enhances motion’s impact – whether evoking emotions or helping to convey narratives.
There’s a whole world of considerations when you craft sound alongside motion. Check out our chat with sound designer Adam Legg, where we unpack sound design, discuss the process, and how to ensure it’s relevant to storytelling. It’s called The Secret Art of Sound Design, and well worth a watch and listen.
Unique and identifiable sounds for brands isn’t new; it’s underutilised.
The tech world is dynamic and full of potential. We believe there’s an opportunity to create unique identities and interactions that set brands apart.
Let’s chat about how motion design can boost your tech brand.
