Goal

To under­stand and appre­ci­ate the impli­ca­tions of using time and motion as a design ele­ment to rein­force brand identity.

Objective

Cre­ate an ani­mated ver­sion of an exist­ing logo that high­lights the con­tex­tual mean­ing of the brand through inten­tional use of motion lit­er­acy, design ele­ments, prin­ci­ples and creativity.

Background Reading

• Kras­ner, summary02
• http://​www​.brand​soft​he​world​.com
• http://​www​.hongkiat​.com/​b​l​o​g​/​d​o​w​n​l​o​a​d​-​f​r​e​e​-​s​t​o​c​k​-​v​i​d​e​o​-​i​n​t​r​os/
• http://​www​.videezy​.com
• http://​www​.xstock​video​.com

Assignment

Find a logo from the above links. Visu­ally rep­re­sent your selected logo by express­ing the con­tent with all ele­ments sequenced over a max­i­mum of 10 sec­onds. Care­fully con­sider the vari­ables listed below, as well as the exist­ing rela­tion­ship of the brand to the vis­i­ble and dynamic ele­ments. Rep­re­sen­ta­tional images, video, audio, color, light, and tex­ture are permissible.

Con­sider your variables:

• type­face, type size, weight, color, tex­ture, focus, ori­en­ta­tion, location
• entrance, per­for­mance, exit
• sequence, speed, pac­ing, tran­si­tion, trans­for­ma­tion, time
• tone of voice, emo­tion, feel­ing, atmos­phere, interpretation.

Care­fully research your logo’s brand state­ments. Exper­i­ment and brain­storm to dis­cover a unique solu­tion. Allow your solu­tion to emerge from your explorations.

Part One

Upon approval from the instruc­tor, develop a sto­ry­board that rep­re­sents the key frames of your ani­ma­tion. Scan illus­tra­tions or cre­ate dig­i­tal files for sub­mis­sion. Often the logo’s motion is dic­tated by the con­text of the mark’s use. Make any nec­es­sary assump­tions or dec­la­ra­tions about the con­text at this time. Sup­ple­men­tal footage and audio can help, but is not required.

Part Two

Com­plete your ani­ma­tion using any nec­es­sary soft­ware and tech­niques. Pro­vide an ani­matic and or draft ani­ma­tion for review.

Part Three

Com­plete your ani­ma­tion using any nec­es­sary soft­ware and techniques. 

Technical Specifications

Cre­ate the ani­ma­tions at the fol­low­ing settings:

• File Size/Export Set­tings: HDTV 1080, 29.97fps
• Ren­der Set­tings: Best and Out­put Mod­ule: H.264
• 44.1kHz, 16 bit, 2 chan­nel audio
• File name: xyz_art378_exer00_part00.mp4

Assessment

• The fol­low­ing rubric posted on D2L will deter­mine exer­cise score: Assign­ment 03.09: Kinetic Logos

Techniques

Cre­ativ­ity, brain­storm­ing, plan­ning, exper­i­men­ta­tion, file hier­ar­chy, struc­ture, nam­ing conventions

Supplies

Adobe After Effects, Pho­to­shop, Illus­tra­tor, video, audio