Brands are judged by how they move as much as how they look.
Why this matters
Brands are judged by how they move as much as how they look. This guide skips the theory and keeps what has worked across hundreds of shipped campaigns.
Key takeaways
- Define one easing profile as the brand’s body language
- Write transition rules: what may morph, cut, or slide — and what never may
- Cap the accent palette in motion; saturated equality is noise
- Choreograph the logo, don’t just reveal it
- Document a “do not animate” list; restraint is brandable
By the numbers
8 — motion-brand systems we shipped last year now include a sonic logo as standard.
The takeaway
If your brand were a person, the easing curve is how they walk — choose it deliberately.
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