CATEGORY

Logo and Identity Animations

LEVEL

Professional

RANK


DESIGN CREDITS

Senior Art Director

Ariel Eroles

Creative Director

Alejandro Melguizo


TAGS

, , , ,


LINKS

The Nation
Right Media


CLIENT

A big player in the online adver­tis­ing indus­try, it is part of Yahoo! They are a dis­play adver­tis­ing mar­ket­place that is focused on the inter­sec­tion of tech­nol­ogy and solu­tions for adver­tis­ers and agencies.


BRIEF

After design­ing the logo for Right Media, they asked us to ani­mate it. Chal­lenges were the same as the chal­lenges we had with the brand—the ani­ma­tion should feel fresh and mod­ern but with­out los­ing any of the grav­i­tas asso­ci­ated with the trusted brand. It was also deemed impor­tant to keep a sense of tech­nol­ogy but not be over­whelm­ingly techie. As well, pre­ci­sion and focus were key attrib­utes to con­vey through­out the ani­mated graphics.


APPROACH

We liked the idea of mak­ing some­thing sim­ple out of some­thing so com­plex and we felt that the logo design lent itself well to ani­ma­tion. Our solu­tion was to mimic the way the Right Media tech­nol­ogy sim­pli­fies com­plex data and apply the same tech­nique to the logo ani­ma­tion. We achieved this by ani­mat­ing an origami fold­ing tech­nique to refine the land­scape and resolve the logo.

Client declined to pro­vide statement.

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