I was briefed to create a logo and short animation that was restless and reflected the energy of a creative agency who briefed me at the time. To do this I created a fast moving animation of the logo lettering, that builds and morphs as its revealed, utilising a bright and bold colour scheme.

With these kinds of design tasks, I often like to begin with sketches to get early ideas and concepts onto paper so that I see everything side by side. I then take developed concepts into a digital form and draw them, sharing with the client as I go.

Once a concept has been decided upon by the client, I then begin to recreate this digitally in vector form, making sure to capture the intricacies of the original drawing. I also like to see how the logo works in inverted colours as I feel a logo and identity should always work first, in monotone before adding colour.

The animation was the fun part! This was the chance to add some texture and pattern to the base logo design. I added rough circles, lines and marks to make it seem as though the logo was being drawn before your eyes. This adds energy and dynamism, something the client was specifically after. The client also requested I speed up the whole animation too, so the final version was tweaked 2 or 3 times to be made faster.

The final deliverables included a full suite of logos to use for screen and print, a vibrant and energetic colour palette and a full suite of logo animations in various formats to use across web and social media. The client was really happy with the outcome and believed the new identity truthfully embodied their ethos and direction.