Your logo was designed to sit still on a business card, and now it spends most of its life moving on a phone screen with the sound on. Every agency animates it differently. One Reel opens with a spin, the next with a glitch, the product film ends on a stock music swell that a competitor used last month. Nobody would mistake your printed brochure for someone else’s, yet your videos could belong to anybody. We give your brand a way of moving and a way of sounding that people recognise before they read your name.
Our Studio produces the animation. Music and voice are licensed or commissioned for the uses we agree with you. The result is a motion and sonic identity that works in a six-second Reel, a two-minute product film, an app, a trade show screen and the opening slide of your chief executive’s keynote.
What is a motion identity?
A motion identity is the set of decisions that make your brand move consistently. It covers how the logo appears and leaves, how fast things travel on screen, which kind of easing you use, how one scene hands over to the next, how type animates and how long anything holds before it changes. Get it right and a viewer half-watching a muted video on a train still knows whose film it is.
We start from your visual identity and your brand strategy, because movement carries character. A precision engineering company probably moves with calm, exact timing and very little bounce. A fruit soda can afford to overshoot, squash and pop. A private bank should not twitch. The motion has to say the same thing the brand says.
Logo animation that works at every length
A logo animation has to survive very different jobs. The opening of a launch film can take five seconds. The end card of a paid social ad gets less than two. An app loading screen may loop. A webinar sting plays dozens of times to the same audience. We design one signature idea and then build it in versions:
- A full reveal for films, events and presentations.
- A short sting for social content and ad end cards.
- A loop or static hold for apps, screens and live streams.
- Silent and sound versions, since much social video is watched muted.
Each version is exported in the ratios you need, vertical, square and widescreen, and in formats for video editors, web developers and app teams.
Motion principles and transitions
Principles turn taste into rules. We write a short set, usually four to six, each with a name your team can remember, a plain explanation and animated examples. A principle might set your standard easing curve, the speed at which product shots move, how text builds on screen or the single transition that belongs to you, perhaps a wipe in your brand colour, a fold borrowed from your packaging or a cut timed to your sound logo.
We test the principles on real material before writing them down: a Reel, a product film, an app screen and a sales presentation. If a rule only works in one of them, it is not a rule yet.
Do your videos sound like your brand, or like the stock library?
Send us the briefSound logo and audio palette
A sound logo is a few notes, or a few sounds, that close your films, play when the app opens or sit under the logo at the end of an ad. The best ones are short, simple enough to hum and distinct from everything else in your category. We brief them from the brand strategy: what should people feel in those two seconds, and what should they never mistake you for?
Around the sound logo we build an audio palette: the instruments, textures and tones the brand uses, interface sounds for apps and devices where relevant, and guidance on how the sound logo can be rearranged, slowed down or played on different instruments while staying recognisable. Sound logos are commissioned from a composer or sound designer, and the rights you receive are set out in the contract for the uses we agree.
Music direction and voice
Most brand films choose music at the end, under deadline, from whatever the editor can find. We write music direction at the start: tempo, mood, instrumentation, references and what to avoid. Each project then uses either licensed music or a commissioned track, cleared for the media, territories and duration we agree with you. The same applies to voice-over. Voices are cast and recorded under agreed terms, with scripts written in your tone of voice, and any synthetic voice is disclosed.
We keep a simple rights record for every piece of audio, so when a film is cut down for a new market two years later, your team knows what can be reused and what needs a new licence.
How your brand moves in Reels, product films, apps and presentations
| Where | What matters most | What we supply |
|---|---|---|
| Reels and short social | The first second, captions, muted viewing. | Openers, caption style, end cards, short sting. |
| Product films | Showing the product clearly, pacing, sound. | Transitions, type animation, music brief, sound logo. |
| Apps and devices | Speed, feedback, never slowing the user. | Micro-interaction timing, loaders, interface sounds. |
| Presentations and events | Confidence on a big screen, simple to run. | Animated templates, walk-on and holding loops. |
Our film, video and photography team produces to these rules, and our website team applies the same timing to page transitions and interface motion, so the site feels like the films.
Motion guidelines your agencies will follow
Guidelines fail when they are a PDF of still frames describing movement. Ours include animated examples, editable project files, logo animation exports, type and caption templates, the audio files with usage notes and a one-page checklist an editor can run before delivery. They sit inside your wider brand guidelines, and they are written for the agency you hire next year as much as the one you use today. If your media plan runs across many formats, we also map which versions go where.
Starting a sonic and motion identity
The first call is free, and we will tell you whether you need a full system or simply a better logo animation and a music brief. To begin, send us your current logo files and brand guidelines, links to three or four of your recent videos, the places your brand appears on screen and any audio you already own or license. If there is a launch or event date, include it.