Poppy Thaxter
0 min read

6 identities driven by motion, featuring projects by Landor & Fitch, IYA Studio, DIA and more

A hero of the branding scene, motion design has revolutionised the way we think about identities. Made by and for screens, brand elements today are moving, twisting, and grooving – bringing life and personality to all outputs. We’ve highlighted six of our favourite projects that feature kinetic creations, designed for business agencies, music festivals, and more!

Parisian creative practice Diplomatie Studio have delivered a kaleidoscopic collision of colour, movement and music within the identity of 2022’s Paris Electronic Week. Dynamic, emotive and chromatic, the musical festival’s brand fits effortlessly alongside its featured music, feeling as electric and characterful as those behind the scenes. Eager to avoid the typical aesthetics associated with the electronic music world, Diplomatie embraced two design directions; a more factual and informative side, which contrasts with a confrontation between intense images for the festival side. The latter was created from royalty-free videos that the team manipulated with colour – resulting in an effect where the pixels of the videos intermingle and merge according to the movement of the body.

Sharing KINTENT’s enthusiasm for positive change, London-based design studio IYA were invited to craft a website and social media direction that would communicate the creative production studio’s impact-driven and progressive approach to storytelling. Taking the shapes as a starting point, the team looked into ‘opening and closing’ the letters dynamically and explored the various ways in which the curved forms of the wordmark could be used throughout the identity. This led to a digitally-inclined design system that mirrors the digital-first nature of the company. The main brand video introduces the logotype front and centre, before delving deeper into the logotype and showing what KINTENT has to offer. 

Landor & Fitch’s Milan office rebranded the Orchestra Sinfonica Di Milano to better convey the institution’s deep-rooted, long-established connection with the Italian city. As part of this strategy and visual reimaging, Landor & Fitch sought to unify the Milanese musical and cultural scene and reintroduce the organisation to the public as something they’re a part of. The result is an emotive and inviting brand, prioritising its role in accessible communication and creative expression – led by its synesthesia-inspired, avant-garde bespoke typeface, TUMB TUMB. The motion system of the logotype and typography is designed and conceived to be reactive according to the variety of music, whereby the logo widens and narrows according to the intensity of the music played by the orchestra. 

Held annually in the Catalonian city of Sabadell, the music festival Embassa’t invited Pol Solsona Studio to create their look for 2022. The Barcelona-based creative director and his team developed an identity built around the concept of ‘human adaptation.’ At the centre sits the trusty QR code, where the identity gives a renewed and fresh vision to a symbol we’re no doubt all familiar with. The visual elements of the QR codes inspired the team to distort them to their limits, while still making them recognisable to cameras. When animated, the QR codes stretch in wave-like motions and resemble abstract patterns. 

London-based creative agency DutchScot sought to convey The Future Factory’s professional amicability and active opposition to conventional marketing attitudes through a whimsical, cheerful play between type and movement. Kinetic at its core, the identity system focuses on a playful, animated interpretation of a conveyor belt, contrasted with the bold application of New Letters’ Rois as the primary typeface.

Looking to extend and elevate its identity system, Pinterest reached out to New York and Chamonix-based studio DIA to inject their kinetic know-how into the visual framework of its brand. The key challenge facing the visual discovery platform was the difficulty faced by internal teams and external partners in creating consistent and purposeful work. To remedy this, the studio took a step back and established a motion behaviour system that could be implemented across all assets, with motion toolkits that empower teams and simplify creative oversight. Inspired by physics and the Pinterest user experience, DIA honed in on the eponymous pin with a signature motion behaviour – dubbed the ‘Pinterest Push.’ So when in motion, the work not only looks like Pinterest, it moves like Pinterest.