← Journal Motion
Motion is the new logo
Yuna Seo30 Jun 20264 min read
For most brands, the first encounter now happens in a feed, a story or a scrolling website. The static logo is rarely the first thing anyone sees.
Design the movement, not just the mark How does your brand enter a frame? How does it leave? What is its rhythm? These questions belong in the identity brief.
Build a motion toolkit Easing curves, durations and a handful of signature transitions, documented like colours and type, so every editor on your team moves the same way.
Keep it light The best motion identities are tiny: a few seconds of character that survive compression, autoplay and a thumb flicking past at speed.
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