Why motion design is the secret weapon of modern branding

In just 3 seconds, a moving logo can do what static design takes minutes to communicate.

In a world where attention spans are shrinking and content is everywhere, brands are having to work harder to be seen, heard and remembered. Amid this saturation, one design tool has become one of the most powerful: motion.

Motion in branding isn’t just about making things look cool or modern. Done well, it’s a strategic, storytelling-driven approach that can clarify, connect and differentiate. Yet, it’s still often misunderstood or treated as an afterthought.

So, what exactly is motion in branding? Why does it matter? And how can brands build systems that make it work? Let’s dive in.

Motion design in branding is more than animation

It’s easy to think of motion design and animation as the same thing, but there’s a key distinction. Traditional animation tends to revolve around character, emotion and narrative – think Pixar or Studio Ghibli.

Motion design, meanwhile, takes a graphic design toolkit and injects life into it. It’s less about characters, more about communication.

When a brand uses motion, it’s using movement to reinforce meaning: to draw attention to a message, create a sense of rhythm, or guide the user through a journey. Logos, type, icons, illustrations, UI elements – all can be set in motion to express something specific.

The result isn’t just something that moves. It’s something that moves people.

Throughout the decades: from flipbooks to feeds

Motion design isn’t new. Its roots go back to early optical toys and avant-garde cinema. By the 1950s and 60s, designers like Saul Bass were redefining film openings, blending typography, music and editing to signal mood and intent.

Motion found a mainstream home in television – with jingles, animated intros and idents. Sports broadcasts brought dynamic overlays into live play. And when the internet arrived, a new playground opened up, albeit slowly and clumsily at first (hello, Flash banners).

Fast forward to now, and motion is everywhere. Social platforms, apps, ads, websites, billboards, events, smartwatches, streaming intros – everything moves.

The shift from screen-first to motion-first is well underway. Static alone no longer cuts it.

Read more: How B2B Marketing leaders are building their brands with video

So why is motion so powerful?

Let’s break down what motion actually achieves for a brand.

It tells a story

A brand’s message is only as strong as its delivery. Motion, by nature, unfolds over time – which makes it perfect for storytelling. Whether it’s a logo animation, a product walkthrough or a brand film, motion lets you guide the viewer’s focus, pace the narrative and build that all-important emotional connection. 

It also simplifies complex ideas. The sequencing aspect of motion turns overwhelming information into digestible chunks. In a noisy world, clarity is currency – and motion delivers.

It boosts engagement

Getting someone to stop scrolling, click or watch to the end? Not easy. Especially when you’re competing with everything else on their feed.

Motion helps brands stand out. Not by being flashy, but by being intentional. Well-crafted movement draws the eye, keeps attention and sparks curiosity. When aligned with a brand’s tone and purpose, motion can turn passive viewers into active participants.

It builds memory

Here’s a stat worth remembering: people retain 95% of a message when they watch it in a video, compared to just 10% when they read it in text.

That’s because motion reduces noise. Where static designs show everything at once, motion breaks things down, prioritises moments and creates rhythm.

This makes it easier for the brain to process and recall – especially when tied to a distinctive brand style.

In short, motion doesn’t just capture attention – it tells your story, deepens engagement, and leaves a lasting impression.

Where motion meets strategy

Here’s the problem: too many brands treat motion as an afterthought. A one-off animation to support a campaign. A nice-to-have intro.

The result? Inconsistent outputs that feel tacked on rather than baked in.

To get real value from motion, brands need to approach it like they do other core elements – logo, colour, typography, tone of voice. It needs a system that’s rooted in brand strategy and reflects key attributes.

Is your brand precise and technical? Playful and human? Premium and slow-paced? These traits can – and should – guide how your brand moves.

Releasing the power of motion into your brand

Embedding motion design into your brand should start from the ground up. But an important point to make here: don’t overdo it. Not every asset needs to dance.

The best motion is focused, not flashy. It's about making your brand feel alive, not overwhelming.

Animated assets

Start simple – logotypes, icons, typography. Develop animated versions of your core brand elements to establish a motion baseline. These become repeatable, plug-and-play assets for campaigns, intros or content.

Think of Spotify’s fluid-loading animations or Google’s playful micro-interactions – each tells a story without saying a word.

Motion systems

Next, create motion principles based on your brand personality. These abstract ideas (like ‘fluid’, ‘balanced’, or ‘energetic’) help define how elements behave – how they scale, rotate, transition or disappear. You’re building a library of movement styles that can be reused and remixed across formats.

Motion guidelines

Once your system is defined, document it. Build a set of motion guidelines that your team (and external partners) can follow. This ensures consistency across all content and touchpoints, and it future-proofs your brand for scale.

Last words of motion advice…

Motion helps brands tell better stories, make stronger impressions, and connect in more meaningful ways. But it only works if it's intentional.

The question isn’t should your brand move. It’s how.

Want to turn your brand into a living, breathing experience? Download our Brand Positioning Playbook and start moving with purpose.

❓Ready to bring your brand to life with video? Work with our expert branding agency to create compelling, high-impact videos that connect with your audience. Get in touch today.

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