Logo Animation
Client: School Project
Project Type: Motion Graphics
Compentencies: Video Edditing
Softwar: After Effect
Our task was to creat a logo animation for a local Hawaiian brand with a history of over 25 years, utilizing the distinctive elements of its original logo. I chose Hawaiian Barbecue which is a plate lunch restrant in Hawaii for my logo animation.
The Challenge was how to utilize the many elements that could be used in the logo for animation.
I initially generated concepts for the letterforms quickly, but as I progressed a new direction emerged, leading me to change the story from the storyboard. I discovered that the letter 'L' could serve as a visual metaphor for a foot, which allowed me to reframe the logo animation as someone stepping onto a surfboard. Layering in the sound of waves and surfing further enhanced the narrative and evoked an authentic Hawaiian atmosphere.
The iconic red and yellow rectangles of the logo alternate with ink, and as the ink spreads across the surface, the letters are revealed through a masking effect. I then applied 3D transformations, carefully adjusting the movement to create the impression of the letter ‘L’ gliding in on a surfboard. The addition of wave sounds evokes the ocean of Hawaii. Finally, the logo is completed with a sound effect.