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Behind the process of building a logo animation that actually works across platforms
A behind-the-scenes look at how a simple logo animation gets built, and what decisions shape the final result.
Read ArticleFour pieces that give a clear sense of the territory this site covers and the way it approaches the subject.
The relationship between duration and perceived weight is one of the least documented aspects of motion work. This piece breaks down how timing choices communicate intent before a viewer consciously registers them.
Read on the blogFilm storyboarding and motion design storyboarding share a vocabulary but serve different goals. Understanding that distinction changes how you plan a piece before any software opens.
Read on the blogEase-in, ease-out, and the dozens of variations between them are often treated as aesthetic choices. They are also functional — they shape how a viewer reads the energy and authority of a moving element.
Read on the blogMotion is not always an improvement. There are specific situations where animation adds cognitive load rather than reducing it — and recognising those situations is part of what separates considered work from reflexive decoration.
Read on the blogAnimation design touches a wide set of adjacent disciplines. These are the areas that come up most naturally in the writing here.
Interface Motion
The animation that happens inside products — transitions, feedback states, micro-interactions — has its own logic, separate from broadcast or narrative work. Several pieces here focus specifically on that context.
Browse related articlesVisual Storytelling
How motion carries narrative — not just in film but in explainers, brand films and short-form content. The structural decisions that make a sequence feel like it is going somewhere.
Browse related articlesDesign Systems and Motion
As design systems have matured, motion has been pulled into them — sometimes well, often awkwardly. The writing here looks at what makes motion tokens and animation guidelines actually useful in practice.
Browse related articlesTools and Workflow
Not tool tutorials — more the question of how the tools available shape the decisions you make. The relationship between software constraints and creative output is a recurring subject.
Browse related articles
This site is not a broadcast. The articles here are starting points, not final words — and the most useful discussions often happen after something goes up, not before.
If you have worked through a problem that connects to something published here, or if you think an argument is wrong, that is worth saying. Specific disagreements are more useful than general agreement.
The about page has more on the perspective behind the writing. If you are trying to decide whether this is a site worth following, that is the place to start.
Each article follows a consistent shape — from the specific problem to the broader implication.
A real scenario, not a hypothetical
What is actually happening and why
Something applicable beyond the example
Where the thinking still has room to go