Happy February! The past few weeks we worked with Jessica Valor on creating an animated logo for her coaching business. We started with a few overall themes (geometry, symmetry, bright color pallettes), and built onto each element in an organic way until we got the results we liked. The process was one where one idea seemed to naturally flow into the next, and in turn informed the ideas that we could use for the following steps. In other words, this was one of those projects that almost animated itself.
In a lot of creative works, there's often a very specific project outline, with goals and milestones that must be met under certain constraints (budget, time, etc). This is unavoidable, and honestly a good idea to have, for the above reasons (budget, time, etc). However, there is something to be said for allowing time for some kind of free-form creative or brainstorming process, where ideas can go off in places you might not expect.
Use this for conceptualizing parts of your visual brand that might not need to support a whole campaign or strategy, but can stand by themselves (at least starting out). Examples include bumpers, intros, cutaways, and small-scale social media posts. Sometimes these might fall flat on their face (it happens to the best of us), but other times, you just might end up with something really special.
That being said, why do you need an animated logo in the first place, you ask? Great question, and good way to bring things back to earth a bit. Animated logos are a tool that can add that extra bit of energy to your brand, and give it a memorable feel that works great with social media, your website, and/or as an intro or bumper in any related video work. Think of it as extension of your "normal" logo, in that it becomes a visual calling card, and something that could make you come to mind that much quicker for your past (and future!) customers.
Hope you're having a great new year, and we look forward to speaking with you about your animated logo needs soon!