Logomotion
The Project Brief
For this project I was required to conceptualise, storyboard and execute a complex and visually enticing animated logo treatment of between 10-30 seconds, to express the identity of the brand identity I created earlier this year in my Corporate Identity project and Packaging Design project (IOW 300.2 & IOW 300.3). Timing, pacing, rhythm, movement, transitions and dramatic contrast are extremely important elements that I needed to incorporate into my animation to communicate my concept.
My goal was to visually impress viewers when they see my animation. I had to Imagine my brand is being displayed in Times Square, or at the start of the next big blockbuster film. How can I, in 10-30 seconds, wow the audience and have them buy into my brand, and me as an animator.
The purpose of this project was to expand my technical proficiency with After Effects. I was required to make use of more advanced techniques and tools in the software. For example, making use of the 3D camera (using proper techniques, ie. nulls etc), effects, plug-ins, rotoscoping, advanced masking etc. Using the graph editor and ease keyframes to perfection. Every frame of my animation had to be tailored and tweaked. My aim was to create smooth and flowing animation, with stylish transitions and effects. Timing and transitions were key (it was not about the quantity of effects, but about the quality of motion). I had to make use of appropriate and well timed sound and music to further enhance my animation. But the focus was on animation not audio production.
Project Deliverables
1. 10 - 30 Second Logo Animation
2. Storyboard & Process Work
Design Strategy
For my animation I wanted to truly represent the brand's historical narrative in the motion and storytelling. BABILUM an alcohol brand based on Ancient Babylon, specifically The Tower of Babel. The brands alcohol products are very strong and intimidating, and play on the idea of The Tower of Babels rise and fall. In the animation I wanted to tell this story, the rise of Babylon, but at the same time it being struck down by God. The final animation shows this rise of this once incredible tower and ending with a bang in it's destruction. Accompanied by sounds that enhance the story.
The Brand - BABILUM
Core Logo Elements
By revisiting the main aspects of the logo and its intimidating nature, it allowed for me to create well rounded concepts for the logo animation.
Storboarding
Initial Rough Storyboards and Concepts
Exploring ideas and initial narratives for the logomotion. Discovering how best to tell the story of the rise and fall of the Tower of Babel.
Refined Storyboard
After deciding on my second concept, I took the time to refine what I want each frame to look like and how the transitions between each frame will work. This solidified my narrative and concept before moving to animation.
BABILUM in Motion
Final Logo Animation
An animation that captures the essence of the brand. a feeling of danger, a rise and a fall.
