Bringing a mark to life.
WHAT IT IS FOR
Opening and closing video content, consistently.
HOW LONG IT SHOULD BE
Very short. Two seconds is generous.
WHY
Viewers have seen it before, and length becomes irritation.
WHAT MAKES ONE GOOD
Movement suggested by the mark itself Resolution into the static logo Restraint
WHAT TO DERIVE MOVEMENT FROM
The logo's own construction: how it would be drawn, or what it depicts.
WHY
Arbitrary motion applied to any logo looks generic.
WHAT TO AVOID
Spinning Bouncing Lens flares Three-dimensional extrusion without reason Sound effects that overwhelm
WHAT TO ALWAYS END ON
The logo, held still and legible, for a moment.
WHY
That is the frame people actually register.
WHAT TO PRODUCE
An opening version A shorter version A closing version, with contact details A version with transparent background
WHY TRANSPARENT
It can be placed over footage.
WHAT FORMAT TO EXPORT
One supporting transparency, and a standard version.
WHAT AUDIO TO ADD
A short, simple sound, or none.
WHAT TO TEST
Whether it still works after seeing it twenty times.
