The rise of motion in design

The use of motion design and animation in brand identities has reached an all-time high. Here, CR looks into what can be achieved by adding movement to projects and what the limitations can be

Branding projects have evolved from needing a simple logo to in-depth identities that need to shape and define a business. Over the years different visual elements have weaved their way in, such as bespoke typefaces and photography – and recently, motion design in particular has added a new layer to projects. There has been a motion boom this year especially, where we’ve seen it utilised in logos, icons, fonts and more.

Design studio Koto, which has been behind the recent motion-heavy identities of Deezer, Bolt, and WhatsApp, has been utilising the discipline for a while now and believe its popularity has risen for two reasons. “On one hand, there’s more of an understanding nowadays about the power motion has to convey both brand identities and their messaging in a straightforward way,” says creative director Joe Ling and senior motion designer Santiago Avila.

“On the other, many of the touchpoints between brands and their audiences are leaning heavily towards video. The first output that comes to mind is social media and interfaces, but even OOH applications like billboards are also allowing for animated content.”

Deezer by Koto