Motion Identity
Overview
Our motion design is rooted in simplistic clarity, yet bold and in your face moves. In support of our brand identity, our motion is used for a purpose, never superfluously.
Core Components
Keep it simple and concise.
We embrace the power of clarity and precision. Ensure that every movement is a calculated choice.
Made to impress. Be bold, be loud.
We don’t merely seek to impress; we demand it. Be unafraid in your movement, crafting visuals that make an impact on our audience.
Contrasting and dynamic compositions.
Use each frame as an opportunity to create visual tension and harmony. Captivate our audience with contrasting and dynamic movement and elements.
All motion flows to the heartbeat of the piece.
Follow the pulse of the piece and ensure that visuals remain smooth and well-paced. Find the heartbeat of the motion and follow it.
Do’s and Don’ts
Easing
We ease motion to make our animation feel smooth, not choppy.
Graph Editor
We use the graph editor to create more dynamic movement and easing.
Shape Smearing
Smear shapes to emphasize moment, do not use motion blurring.
Secondary Animation
Secondary animation reinforces movement and is not used superfluously.
Overlap
We do overlap elements to create dynamic compositions.
Scale Distortion
We do not distort stroke width when scaling elements.
Realistic Movement
We do not overly exaggerate movement, maintain a heaviness, non-cartoony.
Momentum
Continue motion’s momentum, don’t double back.
Brand Standards
Logo
The 30+ logo draws on and off.
Shapes
When looking for shapes to fill animation, reach for circles and rounded edges.
Squiggles
30px wide strokes with rounded caps trim on and off to provide accent to frames and compositions.
Audio Waves
Dancing rounded strokes with animated grain shading used to emphasize sound.
Typography
Frame Rates
Frame rates used should be 30, 24, and 12 fps.
Grain
Animated grain at 12 fps is used as shading.
Texture
A rotating crumbled paper texture is used when subtle movement is needed.
Seamless Looping
Animation made for social media should loop seamlessly.