LEGO Logotype Animation

This animation is part of a project that I am working on, in which I take existing logotypes and animate them. This is in order to show how a logotype can be used in different ways and also be applied in different situations. Companies and organisations that utilize animated logotypes have a distinct advantage over those who do not, in that they can create a whole new dimension of their brand. This is because a logotype is so much more than a simple representation of a brand. It is a point of recognition for clients, and shows in what way the company can think and act. But with animated logotypes you get more than just that, because you can now also show how the company moves, sounds and uses colors. All of this creates a stronger recognition for the brand, which only strengthens your company and it's outwards appeal. Down below you can watch my animation of the Lego logotype,

Initial Thoughts

LEGO is quite unique in what it does. It's the worlds most popular building block, and played a big part of many peoples childhoods. I believe everyone who used to play with LEGO remembers the sounds two bricks would make when combined, or what it sounded like to pour a drawer full of LEGO on the floor. As so many people are familiar with how LEGO works, I wanted to try to recreate the feeling of actually playing with it in this animation.

The animation starts of with just a couple of blocks being put together, but eventually they come together to form something bigger than themselves. The sound of lego bricks being put together can also be heard towards the middle of the animation, as to empathise on more than just the visual aspect of the logotype, but also the brand. I worked mostly with gradiant ramp effects and grid simulation to create the animaton.

All of this was created using Adobe After Effects.

Process

The process of making this animation was very fun! I had to learn how the camera tool in After effects works, and also how to make splits in my timeline to accommodate different angles the animation was going to use. It was also the first time i worked with 3D objects, and had to figure out how to actually make them in After Effects.

Above. I had to experiment with different angles in order to find the ones most suited to present the logo in a logical order.

Above. I made the logotype 3D by adding duplicate layers of it behind a flat picture, so as to make it seem like 3D.

Mockups

Below you can find two mockups for the animation, where you can see an example of how and where it can be applied.

Above. A mockup for the LEGO logotype animation.

Above. The LEGO Logotype animation mockup in still frame.