Motion design is taking over the internet. Icons blink and move, pages fill with content as you scroll, and video content made up 67 percent of all internet traffic in 2016 — and its market share is only growing.
While there are still plenty of pages and mediums where static content is appropriate, the eye is drawn to motion. Businesses should be using this human instinct to their advantage. An animated logo could get you more attention and conversion. . . if you know how to use one.
Marketing succeeds when we understand the needs of the consumer. If the natural inclination to prioritize viewing moving objects isn’t reason enough, there could be several other reasons your target market wants an animated logo:
Lizzie Dunn, SEO Associate at Fundera, agrees. “As consumers are exposed to an increasing amount of advertisements and brands a day, you must go above and beyond to stand out amongst competitors,” she asserts.
Janice Wald used the free tool Introbrand to create a video intro of her logo that is timed to music.
Simple Story's own animated logo is elegant and professional.
Pamela Webber, COO of 99designs, seconds this idea: “In addition to grabbing a viewer’s attention, it’s possible to incorporate an element of storytelling in an animated logo that helps communicate a brand’s personality. For example, when we recently animated the 99designs logo, we worked with platform designer Maryia Dziadziulia to incorporate a sense of creativity and playfulness.” It's amazing what a choice of motion can do. From a calligraphic brush stroke to letters bouncing into frame, how a logo moves can suggest how a business brands itself.
So you’re convinced you could use some motion design in your branding. But where can you put this design so that it isn’t too distracting, but it will still garner attention? Most web platforms are becoming more open to a variety of file formats, meaning you’re less limited to a static image than you thought. Here are some places where an animated logo would be ideal:
Sigil Agency uses this as a Facebook banner, along with a few animated listings of their services.
Dave Bloom, President of Bloom PR, seconds this: “Animated videos are an excellent relatively new visual that’s placed at the beginning and the end of a business video feature, no matter how long the feature video might be,” he says. “It’s an excellent way to brand companies in a colorful and visual way that has a 3-D look.”
Bloom PR has animated several logos for video intros and outros.
Animation doesn’t belong everywhere. Sometimes a page can feel busy if too many parts are moving, and you want to remember where your consumer will be focusing. There are some places where an animated logo doesn’t belong:
You might be wondering where you could find someone to make an animated logo. Not all graphic designers have the skills necessary to animate, and you might not have anyone on your team who has experience with motion design. But you have a few options for where to look:
“There are really three types of agencies that you'd turn to for an animated logo,” Hebzynski explains. “An animation studio, a video production agency because they often do VFX, and a creative agency (like 3 Cats Labs) that offers VFX or video production/editing services.” You could also find a freelancer with these skills, because some graphic designers now study motion design in conjunction with their more traditional services.
3 Cats Labs creates its own dynamic logos.
But beyond an impressive portfolio and range of VFX skills, you need to find a designer or company that can tell a story. “It is simple to find someone who can animate, but be sure to invest in a partner who can turn a five-second logo animation into truly valuable asset that can communicate what your brand’s all about,” Hall warns.
For this reason, you might even want to work with the same designer or team for multiple projects. Discovering a designer who you feel "gets" your brand is essential to consistent design that will speak to your audience.
This logo from Simple Story will instantly make you think of fresh water.
Being clear about the direction you want to take with your logo can also help your designer execute your vision. “Work closely with them and ensure you give the creative working on the project a really clear brief about what you’re looking for to ensure a successful outcome,” Webber advises.
Can you see why animated logos are gaining popularity? They're fun, magnetic, and unique — not to mention perfect for many digital platforms. It makes for a great video intro or outro, and video content is on the rise. If you're looking for a way to enhance your brand's visibility, you might consider hiring a logo design company, team, or individual to create an animated logo for you.
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