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Why your brand needs an animated logo

by Anthony Dillon
on 18 Sep, 2020 3 min read

Motion graphics have become a core part of communication design, bringing innovative and fresh solutions to the table through movement.

In 1998, when Google co-founders Larry Page and Sergey Brin introduced Google Doodles it was controversial. The tech giant had been advised by marketing textbooks everywhere to keep their corporate branding consistent no matter what. The Google Doodle team now consists of a few dozen artists, managers, engineers and other employees who honour holidays, events, achievements and notable historical figures on the search engine everyday.

Google Doodle honouring Seiichi Miyake

 

(Google Doodle honouring Japanese inventor Seiichi Miyake, who created Tenji, or tactile, blocks to help visually impaired people navigate public areas)

Fast forward to the present and Los Angeles, the Olympics host for 2028 has revealed their digitally-led logo. Rather than your typical static image, the 26 (and counting) logos are animated, celebrating L.A’s collective creativity and diverse voices.

Many iconic brands are beginning to experiment with their logos, but what are the benefits of sharing an animated version of your logo? Let’s break it down.

Benefits of creating an animated logo

Thanks to animation you can affirm your originality and further your audience’s positive perception of your brand by taking your visual identity to another level. The sky’s the limit when it comes to motion graphics.

Here’s some of the benefits animation brings to a brand:

Uplift your brand personality

Using an animated logo to enhance a brand’s personality can create a connection with your audience to evoke the attitude you want to convey.

Aim to appeal to your target market’s values and showcase your brand’s intelligent, humorous or passionate personality to create a memorable impression.

Accent your brand story

Storytelling is the key to your brand’s success. A strong narrative will cut through the noise of marketing, resonating with your audience on an emotional level.

Animation provides a more detailed explanation of the nature of your business than a static logo can. Much like a short video, it can work to further a story about your brand’s value and mission.

(Baseball Australia’s animated logo)

Increase brand awareness

If a picture is worth a thousand words, then an animation is worth a million.

Not only does visual content attract more views, it also tends to be more memorable than a still image. Some animations can last as long as 10 seconds which increases the chance of imprinting in the memory when compared to a short glance of a regular logo.

If you display an animation in a campaign, not only will your audience pay more attention but they are more likely to retain the message your brand is communicating.

Sure up a professional image

When we engage with a brand we immediately look to the quality of their presentation or moreover the design of their logo.

Customers may not be experts in the marketing field but they are aware of the latest trends. Brands that invest in an animated logo project a credible image and innovative mindset.

(The Separation Guide’s animated logo)

Where to use an animated logo

Video has changed the way we consume and interact with content, just take Tik Tok as an example. But which channels are best for leveraging the power of your animated logo? Here’s a few we recommend:

Social Media

To break through the clutter and over-saturated feeds you can make an impact with animation.

Your consumers can be your greatest advocates. Publishing your animated logo as a GIF will encourage sharing tendencies and meaningfully reach a large audience.

Try adding your logo to your company profile picture so you are noticed in high density environments like Twitter. Or experiment with personal profile pictures; an animated profile logo may also help your job listings stand out on LinkedIn!

Website

It takes as little as 50 milliseconds for a user to form an opinion about your brand’s website. An animated logo is an original way to delight website visitors and make that first impression count.

Motion graphics can also play a role in search engine optimisation. Visitors are likely to spend longer on your page if there is a logo animation to enjoy and this in turn may positively impact your website’s rank in search results.

Promotions

Since promotional videos are popular and widely used, brands often try to find ways to make their content original and creative while adding their own stamp of ownership on the production. What better way to close than with a playful animated logo. Perhaps you noticed our signature sign off on our own Thirst Creative videos?

Thirst Creative's animated logo

 

Presentations

By adding an animated logo to the start or end of your presentation slides, you can also add an element of surprise to your deck and deliver a lasting impression on your audience.

Email Signatures

An email signature is a small yet powerful marketing tool. For a format that is often maligned for formality it’s the perfect opportunity to brand every message you send with a sign-off that makes people smile.

One final tip: make sure your animated email signature works for smartphones!.

Need help with your brand’s motion graphic design?

Our talented team of designers can help your business create a unique animated logo that fits your brand – get in touch today!


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