The film of the logo

No brand identity launch these days is complete, it seems, without an accompanying video, from simple demos of the mark in motion to full-on production numbers

No brand identity launch these days is complete, it seems, without an accompanying video, from simple demos of the mark in motion to full-on production numbers

We’ve grown used to design studios presenting new branding projects with the help of Live Surface-generated visuals in which the logo and supporting work is depicted in a variety of situations, from billboards to tote bags. But now that brands must also live on screens – and move accordingly – video has become an important element in the show and tell experience.



For some, it’s enough to create a simple demo of how the new system will work in motion. Take, for example, Koweiden Postma‘s recent work for the celebrations announcing the succession of the new Dutch king Willem-Alexander. Their video (above) shows how branding developed to dress the city for the occasion will work in motion.

Also from The Netherlands, Studio Dumbar’s film shows how their Alzheimer Nederland mark animates to bring out its central idea



A step up from this kind of technical explanation are the more explanatory launch films exemplified by this animation by Sebas and Clim for Johnson Banks’ new ‘active’ identity for the Cystic Fibrosis Trust. Here the new system is not just demonstrated but explained (sold even) to internal and external audiences



Another Dutch example also takes the animated route as perky Patricia explains the thinking behind Hole in the Dyke‘s Port of Amsterdam project


Video can also be used to support the launch of a new identity – as in this Virgin Atlantic film trailing the introduction of its new identity from johnson banks


And talking of airlines … bigger budget projects for bigger clients may also warrant bigger video productions. Futurebrand’s recent re-brand of American Airlines was accompanied by this blockbuster in which designers and clients talk up the thinking behind the change


The Rio Paralympics also took this multi-talking heads approach


But as both the examples above illustrate, designers explaining their work to camera are often ripe for a send-up. Something done brilliantly by Wieden + Kennedy in this Mintacular ad which successfully skewers the portentous tones of Apple’s new product videos

Seen any other interesting examples? Let us know in the comments below and we will include them in the post



This film by NB demonstrates how the lock-up is created in a project for Chivas Regal and Pininfarina to create a limited edition range of Chivas 18 products: the water resolves into the shape of a car.

Christian Banfield, Schmick Film & Photography
Eric Duchêne, Principe Actif
Stéphane Martinelli, photographer
Eskimo Square, 3D and animation


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