Identity, in motion
A motion identity is a brand system for moving media: logo idents, a title and lower-third package, defined transitions, style frames, and written motion guidelines covering timing, easing and type in motion. It is what keeps every future video on model — whether this studio makes it, your in-house team does, or the agency you hire in two years does.
What a motion identity includes
A logo ident in the lengths you actually use — normally a full version, a short one and a two-second stinger. A title and lower-third package. A defined set of transitions and moves. Style frames showing how the system applies across formats, from a 4K film to a 9:16 story. And a written guideline covering timing, easing curves, type in motion, sound, and an explicit list of what not to do.
Why guidelines outlast assets
A single ident dates quickly and gets used wrongly the moment it leaves the studio. A documented system does not: it tells whoever makes the next video how fast things move, how they ease, how type enters and leaves, and how the logo behaves when it has half a second rather than three. That is what keeps a brand recognisable across dozens of assets made by different people over years — which is the actual job, and the reason this is bought as a system rather than a video.
It extends static guidelines rather than replacing them
Most brand books cover colour, type, logo clear-space and layout, and say nothing at all about how any of it moves. That silence is why two agencies can both follow the guidelines and produce videos that look nothing alike. A motion identity is the missing chapter, written to sit alongside what you already have and to use its language, not to argue with it.
What you get
Master files for every element, editable project files in the formats your editors already use, and a guideline document written to be handed over.
- Logo idents — full, short and stinger lengths
- Title, lower-third and end-card package
- Transition and move library
- Style frames across film, social and display formats
- Written motion guidelines: timing, easing, type, sound, and the don'ts
- Editable project files plus flat masters and alpha versions
Who this is for
- Brand & rebrand launches
- Broadcast & streaming
- Events & festivals
- Sports
- Agencies & in-house teams
Questions
We already have brand guidelines. Does this replace them?
No — it extends them. Static guidelines cover colour, type and layout but say nothing about how any of it moves. This is the motion chapter, built to sit alongside what you have and written in the same language.
How long does a motion identity take?
Typically six to ten weeks, because the system has to be designed, tested against real formats, and then documented. The documentation is a meaningful part of that and is the part most often skipped elsewhere.
Can our in-house team use the system afterwards?
That is the point of it. The guideline and the editable files are written to be handed over, not to keep you dependent on the studio that made them.
What software are the files delivered in?
Whatever your editors use — normally After Effects projects with everything named and organised, plus flat masters and alpha versions for people who do not open After Effects at all.
Do you design the static identity too?
The focus here is motion. If the static mark is still moving, that is worth finishing first — animating a logo that changes next quarter means doing the work twice.
How is this different from just buying a logo animation?
A logo animation is one asset. A motion identity is the rules that make the next fifty assets consistent, including the ones made by people you have not hired yet.