What’s up with Animated Logos?
April 28, 2008 by Susan Gunelius
Filed under Marketing
First, everyone was rushing to redesign their logos for web 2.0. Now, everyone needs to animate their logos. What’s next?
The Discovery Channel unveiled a new logo earlier this month. Have you watched any programs on The Discovery Channel recently? If so, you’ve probably seen the animated Discovery Channel logo. It spins incessantly on the bottom of your television screen completely distracting you from the show you’re trying to watch.
And how about Swisscom’s animated logo that was unveiled earlier this year? You can see it in all its moving glory on the Swisscom brand 2008 web page (yes, Swisscom created a special web page to show off it’s new animated gem.
So I ask again, what’s up with animated logos? Just because Company A is doing it, does that really mean that everyone else has to jump on the bandwagon. Why does it seem like a cheap trick to me? Am I just being too old school on this one? Help me get past this feeling that animated logos are not necessary for every company unless they truly add value to the brand image, because I’m not onboard yet. Or do you agree that animated logos shouldn’t be a top priority in terms of budget planning?
Nice post! In some cases, I believe the animated logo can work. For example, in my opinion the SwissCom logo adds a certain element to the brand personality. Unlike the Discovery Channel (which IS annoying) the logo promotes brand image while differentiating itself from other telecommunications companies. Thanks for sharing!
I’ve got to agree with you on this one-if anything, simply because this is not a particularly groundbreaking trick that, as you noted, can just be distracting, especially on TV (maybe better for web). If everyone’s going to jump on the bandwagon, perhaps it could be about something a little more complex and meaningful? (Now, if i could only think of what that might be!)
Thanks for this post, Susan! I wanted to blog last year about the amazing logo for then-CourtTV that was animated and mimicked the DNA charts with a line of tiny lozenge shapes. I thought it was fun to watch the logo in action – not too distracting like some of these. When I went to find it online, however, I saw they had another logo there, with a fingerprint. Not sure how you can build a brand effectively with two drastically different logos. The DNA logo is still my favorite, but as with the ones you’re reviewing here, the old rules still apply: the logo must be on-strategy for the brand, compelling and consistently applied.