A strong identity is a relationship between a few recognisable ideas. Motion should reveal that relationship rather than add a different visual language on top.
Start by asking what the brand is doing. Does it invite, connect, interrupt or guide? The answer supplies a direction for movement that is more useful than choosing an effect from a library.
Build a small vocabulary. One way to enter, one way to connect and one way to settle can be enough to give many applications a shared character.
A motion system also needs restraint. The moments when nothing moves make the active moments easier to understand. Reading, focus and decision-making deserve that stillness.
The goal is recognition. A person should feel the same point of view in a printed mark, a moving image and a useful interface.
More ideas in circulation ↗