How Motion Branding Elevates Corporate Identity  

Brands are constantly seeking innovative ways to elevate their identities; to stand out and connect with their audience. One such method is motion branding, which seamlessly integrates video and animation technology into brand representation.  

The rise of digital technology has transformed motion branding from a novel idea into a powerful marketing tool.   

Motion branding elevates your corporate identity by transforming static brand elements into dynamic, captivating content that grabs and holds your audience’s attention. It brings your brand to life, making it more expressive and engaging. 

In this blog, we will explore the many benefits of motion branding, share insights on seamlessly integrating it within your corporate identity, and provide practical tips for creating effective motion branding strategies. Join us as we delve into the world of motion branding and discover how it can transform your brand’s communications. 

What is Motion Branding? 

Motion branding is a dynamic approach that integrates animation and video technology into brand representation, transforming static visual elements into engaging, moving content.  

This technique enhances brand storytelling by incorporating movement, sound, and visual effects, making brands more memorable, impactful, and appealing to the audience.  

The use of moving graphics isn’t a new concept, but digital technology has transformed it into a powerful marketing tool. One of the earliest examples is Saul Bass’s work in the 1960s. A pioneering graphic designer and filmmaker, Bass used motion graphics to create memorable film title sequences. His iconic work for “The Man with the Golden Arm” (1955) set the tone and mood of the movie with animated graphics: 

 

Since then, motion branding has developed dramatically, becoming an essential element in modern marketing. Here are some examples of how to effectively incorporate it into a marketing strategy:   

• Animated Logos 

• Website Elements 

• Video Content 

• Social Media Animations 

• Dynamic Graphics 

In this blog, we’ll delve into how these elements can grab attention, simplify complex messages, and create a captivating brand experience. 

What Is The Importance of a Well-defined Corporate Identity? 

Simply put, corporate identity is how business presents itself to the outside world.  

Corporate identity refers to the visual and communicative elements that represent a company’s brand and distinguish it from competitors. It includes components such as the logo, colours, typography, and overall design language.  

A well-defined corporate identity offers several key benefits: 

• How Does a Well-Defined Corporate Identity Build Brand Recognition and Trust?

  Consistent use of logos, colours, and typography across all platforms creates a cohesive and recognisable image, making customers feel confident in the brand’s reliability and quality. 

• How Does a Well-Defined Corporate Identity Differentiate the Brand from Competitors?

  A distinctive corporate identity, with its unique logos, colour schemes, and design elements, not only sets a brand apart in a crowded market but also attracts attention, and leaves a lasting impression, making customers more likely to choose it over others.

• How Does a Well-Defined Corporate Identity Communicate a Brand’s Values and Personality?

  Visual elements like logos and colours not only convey a brand’s core values (e.g., green for sustainability, blue for trust) but also reflect its personality, whether it’s fun, playful, serious, or professional. This creates an immediate connection with the audience, enhancing brand recognition and loyalty, and ultimately driving customer preference and engagement.

Maintaining a cohesive corporate identity across all platforms ensures a positive, trusted, and recognised brand image among all stakeholders. 

 Benefits of Motion Branding 

By adding dynamic elements to your brand’s visual identity, you can create a more engaging and memorable experience for your audience. Let’s explore the key benefits of motion branding and how it can elevate your brand:  

How Does Motion Branding Increase User Engagement?  

Motion captures attention more effectively than static imagery by tapping into our inherent bias towards movement. Our brains are wired to notice motion, a trait rooted in our survival instincts. When something moves, we instinctively perceive it as a potential threat, prompting us to pay close attention.  

Motion branding leverages this natural response by incorporating movement, vibrant colours, and creative visuals. These elements work together to captivate viewers, drawing their eyes and maintaining their interest.   

How Does Motion Branding Enhance Brand Recognition? 

Motion branding enhances memory retention through the process of encoding. When we see something dynamic, it engages multiple areas of the brain, making it easier to remember and recognise. This is evidenced by multiple studies, including one which found that participants who viewed video content retained 95% of the information presented, compared to 65% retention for those exposed to static images. 

How Does Motion Branding Convey Brand Personality? 

Motion branding effectively communicates a brand’s values and personality. For example, a tech company might opt for motion design that incorporates digital elements like glitch effects or particle animations, adding elements that reinforce what their brand is.  

How Does Motion Branding Improve User Experience (UX)?  

Well-designed animations guide users and provide a sense of dynamism to interfaces, making them more enjoyable and easier to use. 

How Does Motion Branding Create Consistency Across Platforms? 

Motion branding helps maintain consistency across various digital platforms (websites, social media, apps, digital ads), by maintaining a unified visual identity, evoking consistent emotions, and ensuring a cohesive brand narrative. Ensuring that your brand is instantly recognisable, regardless of where it appears.  This consistent branding can lead to a 20% increase in revenue. 

Implementing Motion Branding in Your Corporate Identity 

Animated Logos 

Animated logos are a powerful tool in modern branding. They capture attention, convey brand personality, and create a memorable impression. Unlike static logos, animated logos can tell a story and evoke emotions, making them more engaging and effective in digital environments. 

Take a look at our logo animation reel below, showcasing how motion enhances the visual appeal and impact of logos:  

 

What Are the Best Practices For Creating Animated Logos? 

• Keep animations simple and relevant to your brand identity. 

• Ensure the animation duration is short to maintain viewer interest. 

• Use animations consistently across all digital platforms. 

A tip from Our Head of Studio, Andy:  

“Creating an animated logo that truly represents your brand starts with understanding your company’s principles and knowing your audience. It’s essential to align your brand visuals with these core elements.” 

Dynamic Website Elements 

Incorporating motion graphics into your website can significantly enhance user experience. Motion can guide users’ attention and add a layer of sophistication and modernity to your site.  

For example, check out the website banner for our new motion design service page:  

Additionally, using dynamic graphics, such as infographics and data visualisations, can make information more digestible and visually appealing. For instance, take a look at this website banner we created, which turns mundane data into an eye-catching visual experience: 

 

How to Integrate Motion Graphics Without Slowing Down the Site? 

• Optimise File Sizes: Use lightweight formats like SVG or optimised GIFs. 

• Lazy Loading: Implement lazy loading to ensure animations load only when needed. 

• CSS Animations: Utilise CSS for simple animations, as it is less resource-intensive compared to JavaScript. 

Social Media and Advertising 

In the fast-paced world of social media, where attention spans are shrinking and competition for engagement is intense, motion branding is crucial. Research shows that the average attention span has plummeted from about 2½ minutes to just 45 seconds. Animated content grabs attention, encourages sharing, and delivers messages quickly and effectively.  

Look at our collaboration with Hiscox, where we used motion branding to create an attention-grabbing and highly shareable social media video:  

 What Are The Best Practices For using Motion Branding For Social Media?  

• Keep It Short: Aim for animations between 15- 45 seconds   

• Keep It Simple: Avoid overloading your animations with too many elements or messages. Simplicity ensures clarity and impact  

• Tailor your animations for different social media platforms: Each platform has its own specifications and audience behaviour, so optimise accordingly.  

• Focus on the Message: Ensure the animation supports and enhances the core message.  

• Mobile-Friendly Design: Ensure that you optimize your motion graphics for mobile viewing, as a significant portion of social media users access content via mobile devices. 

• Brand Consistency: Maintain consistent branding elements like colours, fonts, and logo animations.  

Video Content 

Motion in corporate videos can transform static content into dynamic storytelling. It helps in illustrating complex ideas, maintaining viewer interest, and reinforcing brand identity. 

Look at our example for KBR, creating a 60″ animated video to promote their Integrated Solutions as a premium interconnected digital twin solution: 

 

Another standout example we admire is Deloitte’s motion branding video, which showcases their commitment to driving impactful digital transformations. 

 

What Are The Best Practices For using Motion Branding for Video Content?  

• Use motion to emphasise key points and transitions. 

• Ensure animations are high quality and professional. 

• Align the motion style with your brand’s tone and message. 

A tip from our Head of Studio, Andy: 

“Timing is everything when it comes to motion graphics and animations. Always use real-world references wherever you can. This is the most important tip: ensure your animations have a solid foundation based on real-world timings. Don’t just create something off the top of your head; it will slow you down and won’t feel natural. Real-world movements have the right timings, which are essential in animation and motion graphics. Proper timing makes animations feel natural and keeps the viewer comfortable and focused on the content. If something isn’t timed right, it becomes a distraction, and the viewer loses focus on the main message.” 

By integrating motion branding into these elements, you can create a more engaging and cohesive brand experience across all digital touchpoints. 

 Tips for Creating Effective Motion Branding 

Understanding Your Audience 

To create effective motion branding, it’s crucial to understand your audience deeply. Conduct thorough market research to gather insights into their preferences, behaviours, and expectations. 

Tailoring Motion Branding to Audience Preferences 

Once you clearly understand your audience, tailor your motion branding to resonate with them. Consider factors such as age, cultural background, and interests. For example, younger audiences might prefer more dynamic and playful animations, while a professional audience might appreciate sleek and sophisticated designs. 

Consistency is Key 

Consistency in motion branding is crucial to reinforce your brand identity and making it more recognisable. To achieve this, ensure that all motion elements, from animated logos to video content, align with your brand’s guidelines. 

Here are some steps to maintain a cohesive brand identity: 

• Develop a Style Guide: Create a comprehensive style guide that includes specifications for animations, such as colour schemes, typography, and motion styles. 

• Use Templates: Utilise templates for recurring motion elements to maintain uniformity. 

• Regular Reviews: Conduct regular reviews of your motion branding assets to ensure they remain consistent and up-to-date with your brand’s evolution.  

Collaborating with Professionals 

Collaborating with experienced animation studios can elevate the quality of your motion branding. Professionals bring expertise, creativity, and technical skills that can transform your vision into compelling animations. 

How do You Choose the Right Animation Studio for Your Brand?  

• Portfolio Review: Examine the studio’s portfolio to ensure their style aligns with your brand’s aesthetic. 

• Client Testimonials: Look for testimonials and case studies to gauge their reliability and quality of work. 

• Communication and Collaboration: Choose a studio that values open communication and will collaborate closely with your team to understand your brand’s needs and goals. 

By following these tips, you can create motion branding that not only captures attention but also strengthens brand identity and resonates with their target audience. 

 

Ready to start your motion branding journey today? 

At Content Creatures, we’ve been crafting award-winning content for brands since 2014. Our team thrives on meeting new people and discovering exciting projects to bring to life. We believe in the power of storytelling and the impact of visually stunning content. 

Our portfolio showcases a diverse range of projects, each reflecting our commitment to creativity and excellence. Don’t just take our word for it- explore our past work and read client testimonials to see the difference we’ve made. 

Ready to elevate your brand with motion branding? Book a call with our Creative Strategy Partner today and we can help you take your communication strategy to the next level.