John Carter, Creative Director at Carter Studio, shares how motion design can evolve static brand identities into vibrant, engaging systems for today’s digital era.
A few years back, the debate centered on whether brands should embrace motion in their identity. By 2025, that question feels outdated—most agree that static designs alone fall short. The real focus now is: how can motion identity be seamlessly woven into the core of a brand identity?
In a world where screens dominate our daily lives, motion design enables brands to forge deeper connections with their audiences. Far from being an optional extra, motion must be a fundamental part of the brand identity process from the outset.
Why does this matter? Consider how humans communicate. We don’t rely solely on words; our gestures, movements, and expressions add depth to our interactions. Similarly, a brand without motion identity is like a statue—present, but lacking the energy that sparks connection. In this article, I’ll dive into how to effectively integrate motion design into your branding efforts.
Beyond Surface-Level Appeal
Historically, brand identity revolved around fixed elements: logos, color schemes, typography, and tone. These are still vital, but they’re no longer enough in isolation. In today’s digital landscape, filled with social feeds, apps, and interactive platforms, audiences crave brands that adapt, respond, and engage dynamically.
Motion design breathes life into these static components, turning them into vibrant expressions of brand personality. This shift isn’t just about aesthetics; it’s about creating a living visual identity that resonates. Take Back Market, a platform for refurbished tech. Their motion identity uses circular animations and smooth transitions to reflect their commitment to sustainability. These movements aren’t just visually appealing—they embody the brand’s ethos of circularity, enhancing how their message is delivered across every channel.
A Language Without Borders
One of Motion Identity’s greatest strengths is its ability to cross cultural and linguistic divides. While words or static visuals may lose meaning in different contexts, movement taps into a universal human instinct. This makes motion design a powerful asset for brands with global reach.
For Google Cloud’s annual Next event, we crafted a motion identity system that unified over 2,000 assets while maintaining a consistent brand personality. This wasn’t just about adding animations—it was about building a flexible, evolving system. The visual identity adapted to various platforms and settings, ensuring a cohesive experience across channels, from digital ads to event signage.
Capturing Personality Through Movement
Developing a strong motion identity demands both technical skill and an understanding of how people perceive motion. When we collaborated with Canva, we created a motion design system centered on cursor interactions. It sounds simple, but it required careful thought about how users engage with digital tools.
We started by defining motion principles that mirrored Canva’s brand personality—human, approachable, and creative. Transitions were designed to feel smooth, movements intentional, and interactions both functional and expressive. The result was a unified language of motion that conveyed everything from playful creativity to professional reliability.
Practical Tips for Success
Drawing from projects like these, here are the key steps to create an effective motion identity:
- Lead with Purpose: Motion design should reflect your brand’s values and brand personality, not just add visual flair. Every movement should have intent.
- Think Holistically: Ensure your motion identity works across all touchpoints, from app micro-interactions to large-scale campaign animations.
- Plan for Flexibility: Develop motion principles that scale across platforms and contexts while keeping your visual identity consistent.
- Stay Authentic: Movements should feel natural, not forced, to build trust and emotional connection.
- Prioritize Performance: Stunning motion design is useless if it slows down user experiences. Technical efficiency is critical from the start.
What’s Next for Motion in Branding
As technology advances, motion identity will play an even bigger role in brand identity. Emerging fields like spatial computing and augmented reality will open new doors for motion design, but also new challenges. Yet the core idea remains unchanged: motion brings brands to life. It’s not about random animations—it’s about fostering genuine connections.
In a crowded digital world, `motion design offers a way to stand out and engage meaningfully. But this requires treating motion as a central pillar of brand identity, blending strategy, creativity, and technical precision to craft truly dynamic brands.
The question isn’t whether motion belongs in your visual identity—it’s how to implement it effectively. In today’s screen-driven era, motion identity isn’t optional; it’s essential for building brands that connect and endure.Further Information
Andrew Vucko wrote this article at Creative Boom, founder and ECD of Vucko.
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