Attract attention, stand out and make a statement — is that all moving images can do for a brand? Definitely not! Of course, attracting attention and being remembered is an important factor, but it's not always just about producing eye-catching and loud promotional videos. The aim is to strengthen the character of a brand and bring it to life for the recipient.
Let's compare a brand to a person we're meeting for the first time. If we only see the person in a profile photo, this corresponds to the logo. A static moment captured in an image. An image that the person has chosen because it reflects their personality particularly well. We get a first impression and can judge how the person is dressed and what pose they are taking. The situation is similar with a product or a company: What does the logo radiate? Do luxury items impress with fine typography or organic products with green, floral elements? All of this helps us to make an initial assessment. But we can only really understand a personality once we have experienced it. What does it radiate, how does it behave and, above all, how does it move? The moving image takes over this step for the brand. It literally breathes breath into the brand image and brings it to life. We're not just talking about overwhelming scenes and highly emotional music, which are of course powerful carriers of emotion, but also about small details that can influence perception.
An example
Let's imagine the four rings of a well-known car brand and move them in various ways.
Scenario 1: The four rings fall into the picture from above and bounce up and down like rubber until they are anchored in their position. What do we associate with it? Security, technology and knowledge certainly not. We think of a ball or something very playful, i.e. completely contrary to the desired and in this case learned brand effect.
Scenario 2: The four rings are drawn one after the other in a brush stroke. What do we associate with it? Something more artistic and free. Definitely less of a reputable automotive company.
Scenario 3: The four rings appear in the image as a result of a dynamic increase in the line width and first pick up on its color climate. Through a transition to white and finally a pulse-like change to the slogan, energy and dynamism are conveyed. The reduction to easy movement and the absence of unnecessary things radiate safety and reliability.
The basis for all three animations is the same logo. With the way we move, we can influence how a brand presents itself to us and how we perceive it. Certainly, it can also make sense to let the four rings bounce — but then in a context-specific way for a family car that should perhaps radiate exactly this lightness.
Bringing the heart of a brand to life
A brand's motion design is a direct reflection of its message and values, just as our posture and movement are an expression of our emotional world. That is why moving images are just as important a part of a brand as strong typography or a well-defined color palette. But in the end, the moving image can only do as much as all other components: It can make a promise. The person or the product behind the brand must fulfill this promise through authenticity — i.e. to act as the brand promises.
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