Motion is the new logo

Ten years ago a brand was born on a business card. Today most people meet it in a three-second reel, a loading screen or a story sticker. It is moving before it is ever printed.

So we have flipped our process. On every identity project we now sketch how the mark moves before we finalise how it looks. A logo that cannot animate well usually has a weak idea behind it.

Our rules are simple. The motion should explain the idea, not decorate it. It should work in under a second. And it should still make sense with the sound off.

Saltwater's ripple and Pulse FM's live waveform both came out of this approach. Neither would have existed if we had started with a static logo and animated it at the end.