{"id":19634,"date":"2022-05-03T18:16:27","date_gmt":"2022-05-03T22:16:27","guid":{"rendered":"https:\/\/www.ceros.com\/inspire\/?p=19634"},"modified":"2022-05-03T18:16:28","modified_gmt":"2022-05-03T22:16:28","slug":"state-of-motion-branding","status":"publish","type":"post","link":"https:\/\/www.ceros.com\/inspire\/originals\/state-of-motion-branding\/","title":{"rendered":"Do the Logo-Motion: The State of Motion in Branding"},"content":{"rendered":"<span class=\"rt-reading-time\" style=\"display: block;\"><span class=\"rt-label rt-prefix\">Reading Time: <\/span> <span class=\"rt-time\">3<\/span> <span class=\"rt-label rt-postfix\">minutes<\/span><\/span>\n<p>If you took a stroll through Tokyo\u2019s Shinjuku neighborhood this spring, you\u2019d have a hard time <em>not <\/em>noticing <a href=\"https:\/\/www.thedrum.com\/news\/2022\/03\/22\/ad-the-day-nike-debuts-3d-billboard-shinjuku-run-up-air-max-day\">a certain ad<\/a>. It wasn\u2019t just your average flashing neon billboard or a skyscraper-spanning brand takeover\u2014instead, it was something much more memorable.<\/p>\n\n\n\n<p>Nike\u2019s 3D campaign to celebrate the 35th anniversary of the Air Max sneaker brought the iconic kicks to life for thousands of passersby, not to mention millions of astonished internet viewers around the world. In the campaign, a shoebox juts out onto the street to reveal a bouncing sneaker that, in an instant, becomes an immersive experience with a full range of motion.<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe title=\"Nike Japan\u2019s Air Max Day 3D Billboard\" width=\"840\" height=\"473\" src=\"https:\/\/www.youtube.com\/embed\/N6v7HQiCNiQ?feature=oembed&#038;enablejsapi=1&#038;origin=https:\/\/www.ceros.com\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<p>While IRL 3D ads like this create a serious buzz in the moment, they\u2019re also indicative of a broader phenomenon in branding: embracing motion. Whether it\u2019s a web logo, a website\u2019s homepage, or simply a cursor pulsing with energy, <a href=\"https:\/\/www.ceros.com\/inspire\/originals\/what-is-motion-design\/\">motion is becoming a new norm<\/a>. So what\u2019s driving this transition, and is it here to stay?<\/p>\n\n\n\n<h2>Balancing the cognitive load<\/h2>\n\n\n\n<p>Designers, advertisers, and brand strategists have all been attempting to strike an elusive visual balance for decades: catchy enough to grab one\u2019s attention, yet simple enough to hold it.&nbsp;<\/p>\n\n\n\n<p>Although screens offer limitless opportunities to engage with audiences, they also present constant distractions. And today, a staggering amount of logos, taglines, and limited-time offers await us in every new tab. In fact, studies show that we see upwards of <a href=\"https:\/\/www.forbes.com\/sites\/forbesagencycouncil\/2017\/08\/25\/finding-brand-success-in-the-digital-world\/?sh=3805f6cb626e\">5000 ads online every day<\/a>. Standing out from the crowd, then, is no small task.<\/p>\n\n\n\n<p>So what\u2019s a brand to do\u2014and how does motion help solve the problem? It all starts with a little psychology lesson.<\/p>\n\n\n\n<p><a href=\"https:\/\/www.interaction-design.org\/literature\/topics\/cognitive-load\">Cognitive load theory<\/a> describes the amount of reasoning, critical thinking, and overall exertion required to complete a task. For most web experiences, designers and ad strategists aim to keep cognitive overhead as low as possible. That means everything from digital checkout stations to home pages are optimized with ease of use at top of mind.&nbsp;<\/p>\n\n\n\n<p>Yet when time is short, a completely static logo or landing page might not cut it. That\u2019s where motion comes in. <a href=\"https:\/\/news.mit.edu\/2014\/in-the-blink-of-an-eye-0116\">Research from MIT<\/a> found the brain can identify images that appear for as little as 13 milliseconds. If logos using animation or motion can meld text with visuals, it both reduces the cognitive load and significantly speeds up recognition. Thus, they\u2019re simpler for the human brain to process.<\/p>\n\n\n\n<p>In short, motion provides a way to \u201cshow,\u201d not \u201ctell.\u201d That makes it an invaluable piece of any marketer\u2019s toolkit.<\/p>\n\n\n\n<div style=\"position: relative;width: auto;padding: 0 0 100%;height: 0;top: 0;left: 0;bottom: 0;right: 0;margin: 0;border: 0 none\" id=\"experience-626abc2782d48\" data-aspectratio=\"1\"><iframe allowfullscreen=\"\" src=\"\/\/view.ceros.com\/ceros-marketing\/hard-drive-carousel-01-2-1-1-1\" style=\"position: absolute;top: 0;left: 0;bottom: 0;right: 0;margin: 0;padding: 0;border: 0 none;height: 1px;width: 1px;min-height: 100%;min-width: 100%\" frameborder=\"0\" class=\"ceros-experience\" title=\"Motion logos carousel 1\" scrolling=\"no\"><\/iframe><\/div><script type=\"text\/javascript\" src=\"\/\/view.ceros.com\/scroll-proxy.min.js\" data-ceros-origin-domains=\"view.ceros.com\"><\/script>\n\n\n\n<h2>Simplicity that sticks<\/h2>\n\n\n\n<p>Every year, the brand consultancy firm Siegel+Gale releases a study on the <a href=\"https:\/\/www.siegelgale.com\/as-the-pandemic-makes-life-more-complex-people-crave-simpler-brands\/\">world\u2019s simplest brands<\/a>. And, as their results illustrate, there\u2019s real value in stripping things down. According to last year\u2019s polling, more than three-quarters of respondents were more likely to recommend a brand that delivers simple experiences.&nbsp;<\/p>\n\n\n\n<p>It\u2019s clear that simplicity pays dividends\u2014and conveying a simple user experience begins with a good first impression. <a href=\"https:\/\/www.thinkwithgoogle.com\/consumer-insights\/consumer-journey\/discovery-ad-campaigns\/\">Data from Google<\/a> reveals that modern brand discovery can occur at any moment; 60% of people today were first exposed to their favorite brands while catching up on news feeds, watching videos, or just browsing search results.&nbsp;<\/p>\n\n\n\n<p>\u201cWhen elements of design are employed well, they have the ability to create an emotional connection,\u201d <a href=\"https:\/\/www.forbes.com\/sites\/forbescommunicationscouncil\/2017\/02\/07\/how-brands-can-reap-the-rewards-of-simplicity\/?sh=77ec7af915fb\">says<\/a> Margaret Molloy, Siegel+Gale\u2019s CMO. \u201cThis ability to satiate unexpressed, higher-order needs is the pinnacle of true simplicity.\u201d<\/p>\n\n\n\n<p>Whether it\u2019s attracting users from their initial encounter\u2014say, a logo\u2014or prompting them to dive deeper into a new product, simplicity works across the customer journey. Motion and animation can facilitate simple experiences by illustrating complex problems and breaking down barriers to entry.&nbsp;<\/p>\n\n\n\n<p>Take Headspace, for instance. <a href=\"https:\/\/lottiefiles.com\/showcase\/headspace\">The brand uses animation<\/a> to make meditation and mindfulness more approachable with dynamic backgrounds and whimsically-emotive characters.<\/p>\n\n\n\n<p>Austin Sarner, a software engineer who helped develop Push Pop Press, an interactive online publishing house, <a href=\"https:\/\/www.invisionapp.com\/inside-design\/6-things-we-learned-from-about-animation-from-headspace-google-lyft-and-more\/\">makes the case as such<\/a>: \u201cMotion provides context. It guides users as to what\u2019s possible, and encourages them to explore more.\u201d<\/p>\n\n\n\n<h2>See More Motion Branding in Action<\/h2>\n\n\n\n<div style=\"position: relative;width: auto;padding: 0 0 125.1%;height: 0;top: 0;left: 0;bottom: 0;right: 0;margin: 0;border: 0 none\" id=\"experience-626ad2b6264c6\" data-aspectratio=\"0.79937304\"><iframe allowfullscreen=\"\" src=\"\/\/view.ceros.com\/ceros-marketing\/hard-drive-carousel-01-2-1-1-1-1\" style=\"position: absolute;top: 0;left: 0;bottom: 0;right: 0;margin: 0;padding: 0;border: 0 none;height: 1px;width: 1px;min-height: 100%;min-width: 100%\" frameborder=\"0\" class=\"ceros-experience\" title=\"Motion logos carousel 2\" scrolling=\"no\"><\/iframe><\/div><script type=\"text\/javascript\" src=\"\/\/view.ceros.com\/scroll-proxy.min.js\" data-ceros-origin-domains=\"view.ceros.com\"><\/script>\n<!-- AddThis Advanced Settings generic via filter on the_content --><!-- AddThis Share Buttons generic via filter on the_content -->","protected":false},"excerpt":{"rendered":"<div class=\"myclass\">Animation and motion are becoming new norms in branding. So what\u2019s driving this transition in logo design, and is it here to stay?<\/div>\n<p><!-- AddThis Advanced Settings generic via filter on get_the_excerpt --><!-- AddThis Share Buttons generic via filter on get_the_excerpt --><\/p>\n","protected":false},"author":133,"featured_media":19645,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v15.3 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Do the Logo-Motion: The State of Motion in Branding - Ceros Inspire<\/title>\n<meta name=\"description\" content=\"Animation and motion are becoming new norms in branding. 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