PROCESS
MOTION AS A BRAND LANGUAGE
(AUTHOR)
IRIS KOH
(PUBLISHED)
(READING TIME)
5 MIN
(CATEGORY)
PROCESS
ARTICLE COVER — 16:9
(ARTICLE)
Logos used to sit still. Today most people meet a brand on a screen — and screens move.
Why motion matters
A brand that only works as a static file is half-designed. Motion tells people how a brand behaves, not just how it looks.
Our principles
We define motion like we define typography: a small set of easings, durations and behaviours that every animation must follow.
When motion has rules, it stops being decoration and becomes identity.