![]() Each letterform is created by the movement of cursors (known as the core starting point of all energy), leaving behind vibrant trails of light. ![]() Their new logo is a contemporary and easily recognisable word mark – but the animated version tells the real story. In 2016, they decided to part with their conservative logo and embrace brand animation as a means of positioning themselves as a modern industry leader. ENELĮnel is a leader in renewable energy production that has been manufacturing and distributing electricity and gas globally since 1962. It is a hypnotic animation that instils the audience with a sense of calm whilst evoking the effortlessness of a premium brand experience. The X pulses as it builds slowly from a spherical form, creating a story-like expression of the brand’s evolution. By translating their iconic logo into a new 3D animation, Xbox communicated their commitment to constant reinvention. Their aim was to present Xbox as a premium entertainment experience, broadening their audience beyond gamers to encompass anyone that wants to enjoy their favourite movies, music, television, and apps. Microsoft’s launch of the Xbox One was accompanied by a similarly innovative motion brand identity. The animation is incredibly innovative and realistic, begging a similar question as the entire sci-fi genre – could it actually be real? XBOX Other reactive elements include flowers, butterflies, and shapes that successfully appeal to a broader audience while embracing the imaginative nature of science fiction. One animation begins with realistically rendered purple bubbles similar to molecules, which jiggle and pop before revealing the SyFy logo. The new brand identity includes the words ‘SyFy’ morphing and erupting in a manner that evokes the explosiveness of science fiction. An American pay television channel, they sought a brand animation that was as mind-blowing as their genre namesake. In 2009, the Sci Fi channel was relaunched and rebranded as SyFy. Subtle animations of the distinctive 4seven logo are integrated into each scene, positioning the channel as placing a fresh lens on everyday life. The scenes are mundane – a grocery store, a public pool, a vegetable garden – yet engage the viewer by creating the effect that they are travelling around the cube, watching people go about their lives. A unique corner wrap technique gives the impression of a gravity-defying, rotating cube of scenes reminiscent of multiple worlds. Intended to present a new way of looking at Channel4, the animation for 4seven is all about perspective. For the introduction of their subsidiary channel, 4seven, they employed an innovative and logic-defying animation that represents a new direction. Channel4 is a British free-to-air television network that operates self-sufficiently as a content provider at zero cost to the taxpayer.
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