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
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
“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
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.
(Provision RP) Logo Lounge 5
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