Occult Biology: Logo Animation
This is our own station ID for 2017. A logo animation that serves as a bumper in our motion media and video content. It sprung from a colab with Michael Ponciano (www.mo-designer.de). We've been working together since 2004, formerly at a major motion design & branding agency in Munich/Germany.
With this project I wanted to tackle an unusual approach towards a motion brand ID. Since KR8 bureau is a very concept driven agency, highly influenced by social science and neuro-psychology I wanted these elements to be strongly recognized, in terms of science. The eight in our logo consists of two circles, so this served perfectly for a cell split, which was the main idea. On the other hand I wanted "creativity" to be interpreted as a scientific reaction of elements that are unlikely to be ever seen in this combination. This thought was spun further into areas of holy geometry, the Fibonaci number, magical proportions and occultism. My mind was "regurtitating" alchemy, science, smells, feels and textures. I wanted people to stop an think "Hello? Eeew! What's this?" – you know. It's the slight feeling of interest and bit of disgust.
The outcome is a 7" logo animation, which is really long for a motion ID. We took this little luxury to make a statement and jump into creating our 2017 motion content.
The whole concept of elements, and the reaction came from me (Florian) and Michael. We were basically ping-ponging ideas and shaping details. I was storyboarding manually in the beginning, working with mood boards, researching macro cosmos pictures and trying to recreate things.
Technically we used photoshop and illustrator for mock-ups, the animation was done in Cinema 4D.
The whole animation can be watched here: https://vimeo.com/195264471
It was fun. People were having the most unusual thoughts. Some referred to the visuals as something "delicious", some saw sweets or even breakfast cereal, others just said "wow, or even "eeew!". I'd say we got the diverse set of reactions we were looking for.
Connect with us in Behance. We are a very young branding agency and welcome comments and discourse. https://www.behance.net/kr8bureau
This is such a cool project, I especially love that it looks very "science-y".