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The strongest motion identities encode behaviour, not aesthetics
The article emphasizes the importance of establishing a distinct motion identity for brands, which goes beyond mere aesthetics to define how a brand behaves through movement. This strategic approach can enhance brand recognition and consistency across various platforms and experiences.
Design Week: When a brand fails to define how it moves, its behaviour gets decided ad hoc by default platform settings or glossed over completely. A motion identity defines how a brand behaves through movement: the principles, rhythms, patterns and behaviours that make its movement distinctly its own.
It shapes how a brand moves across different experiences, […]
The article presents a strategic perspective on motion identity that is significant for brand consistency, offering actionable insights for brand strategy professionals, while introducing a somewhat new focus on behavior over aesthetics.
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