LogoLounge 5

LogoLounge 5

Moving graphic identifi ers are nothing new. They have existed in the world

of television for years. However, considering a moving identity as a part of

the very core of your brand is a more recent development.

Moving Brands, a London digital and branding agency, has the creation

of a moving identity in the heart of its creative process. Movement is seen

as an aspect of identity that can be ownable and distinctive for the brand,

just like logo, colors or typeface. However, Moving Brands does not believe

that every brand should be dynamic, no more so than every logo should

be red or round or set in Times Roman.

In fact, just as a simple black-and-white monochrome version of the logo

is created as a standard practice, they believe that a static logo needs to

be created for every dynamic identity. The possibility of it being dynamic,

however, is an integral part of the creative process, and not simply an

afterthought.

When Moving Brands was founded in 1998, its team was often asked to

help larger design fi rms bring formerly static logos to life, explains founder

Guy Wolstenholme.

“We realized that most of the agencies were not addressing the onscreen

behavior of a brand. Often the thought was put into how a logo might live

on the screen only afterwards,” he says.

If a logo design is to be relevant today, it must work across all platforms, he

adds, noting, “We feel this approach is truer to what clients need today.”

Logos today have both visual and behavioral characteristics, and some

have sonic (or sound) identities as well. As the idea of multisensorial brand-

ing develops, touch and even smell will become increasingly important.

“You can express more about the brand through motion,” says Darren

Bowles, senior designer. A brand is like a person: If you only see a snapshot

of the individual, you really learn very little about him. Motion helps convey

personality through a series of behavior-fi lled moments.

The new Swisscom brand mark, created by Moving Brands

(London), is intriguing in its static form as well as in its dynamic

form, called the “life-form.” The moving logo can be viewed at

http://en.swisscom.ch.

The previous Swisscom logo no longer represented the company

well in its modern focus on providing a very human, customized

experience for its customers.

We realized that most of the agencies were not

addressing the onscreen behavior of a brand.

Often the thought was put into how a logo might

live on the screen only afterwards.

Project

Client

Design Firm

Identity Design

Swisscom, Switzerland

Moving Brands

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