All language subtitles for eng1_01

The hardest thing usually is to

come up with what to do

and to invent a mini plot.

If you have never done this

before, you may think there it

is the ultimate freedom of expression,

but why is it then that

it's so hard to get an

idea. It is better to begin

with defining the restrictions you'll take

into account while designing a plot.

The first thing to understand is

that we are not creating a

short film, follow the rhythm and

the number of plot actions,

logo animation is most commonly

implemented on sites in mobile apps

or in presentations. It is

rarely used in explanatory videos.

Don't try to say too much.

It means that you have one

to six seconds to display a

logo and tell some mini nano

story. We usually

break animation into logic pieces in

our work to

understand what this means. Follow the

rhythm.

1, 2, 3.

Now this

1, 1, 2, 3,

and this

1, 1, 2, 3

medium length animations usually

have three eloquent. So to say,

bars or events, this

number is enough to fit into

the timing and tell a little

story about a company you can

cut down is a number to

two, like here to save time

and make animation more elegant.

You can show everything with one

event to keep the animation tone

neutral. On the other hand, you

can add another event to display

it longer and keep the viewer's

attention. As you can see, logo

animation is not that eventful.

And we only benefit from it

since we have more time to

Polish each event.

As an example, let's think about

how we could animate Instagram's logo,

not to this icon, but the

text. What is

the point of Instagram? First of

all, a person taking a picture,

posting it to the feed, uploading

the photo likes appearing

many likes, satisfied users,

some kind of seamless transition to

the text. That's the whole

story. Why it isn't good enough

for our task?

A character, a logo doesn't

imply a corporate character or style

in which this character could be

drawn. Who is this character?

What style is it depicted in?

What gender or race is it?

How old is this character? What

is it wearing? Why is this

character alone? If you get an

order to create an animated logo,

each extra thing you add may

look inappropriate, try to avoid

changing the existing design with your

own drawings, a

device with an application interface,

the interface contains a lot of

details. They are a visual

garbage that will be hard to

display neatly, given our timeline and

a limited number of events

besides the interface will probably change.

The applications may look different on

different devices,

idea, problems, negative

stereotypes. Everyone wants

a lot of likes, but it

isn't the company's goal to provide

them. The goal is to allow

people to share impressions with friends

and capture bright moments of life.

You can't safely say that likes

bring joy, technical problems.

There is no clear way to

make a smooth transition from all

that to the logo. And there's

one more thing in such

circumstances. We usually try to make

everything that happens with a logo

to stay within the frame, without

crossing its borders. If it

is an intro to a show,

it is always clear how and

where it will be published. But

if it's a logo animation, it

can be used in many different

ways. And you better be ready

for that. I mean these frames

where hands are crossing the border

of the screen, how to narrow

down the plot and still keep

the essence. Let's remove

everything we won't need. For sure.

First get rid of the character.

It is too risky to interfere

with the original logo design.

Now we need to choose what

we want to be talking about

here. Taking photos or getting

likes likes are more of a

hype thing. Photography is slightly more

serious in its nature. Both

topics are good, but let's stick

with photography for now. For example,

a camera appears, takes a couple

of shots and disappears being

replaced by a logo. The logo

is lettering. The simplest thing that

you can do is to reveal

it with lines and additional swoosh.

The next question is how to

portray the camera, maintaining the

corporate identity and making it still

look like a camera. Everything has

already been done for us. We'll

use the existing application icon.

So the camera appears takes a

shot, disappears, revealing the

lettering we've captured. The

essence kept everything within the frame

and haven't changed the design much

done. The

second important aspect often forgotten

by beginner motion designers is

that you make an animation for

real people. Each company

has a tone of voice. The

audience they focus on and the

product itself express

yourself, gently be kind to the

brand you are working with, and

don't go too far with black

humor. If this is your personal

project, though, you can neglect this.

It may seem like nonsense, but

I'll tell you a story that

might teach you something. Once together

with our students, we were invited

to participate in a collaboration, dedicated

to cute animals and logos. I

got this logo and was told

that it was an event management

company. What thoughts did I have

when I saw the logo, I

want to do something wild. Wild

goat. Say no more. What else

was I thinking then events mean

parties dancing. I like dancing,

but I'm not good at it.

It doesn't matter. My goat will

dance. What wild dance

moves do I know? Listen,

incrementally small jumps.

This is quite wild as well.

I want to be able to

do so. What is the result?

Let the goat go. Wild. Falling

to its sneeze and breaking a

branch above its head. I have

one day now that will be

too difficult. A few moments later,

All in all done. Let's add

increasing shaking to emphasize this as

a party, send this to the

collaboration organizer. Perfect.

Send this to the client wrong.

This should never be published.

What did I miss? I didn't

visit the company's site to see

what they really do. They

arranged marriage proposals in a picturesque

lighthouse house. In

what segment does the client work

premium class services? Definitely not

for everyone. Everything is white and

gold. I didn't check who their

clients are here. They are.

Do the company's clients expect to

spend time. As I suggested them

in my animation, no way.

How did the story end? We

agreed with the client that we

would keep the shot in the

collaboration, but wouldn't publish it on

Instagram. It was their main

platform to attract new customers.

Luckily it was a collaboration, not

a real commercial project.

So the tone of voice, the

audience and the product, these are

all the things you should always

gather. All the information about before

you get started, you should understand

that a company may make fun

of itself, but it will hardly

ever make fun of its customers.

These are totally different things.

All questions related to humor and

plot twists unintended by the logo

itself should be discussed and agreed

with a client beforehand. Basically,

these are the restrictions let's

move on to the plot. What

an idea can be based on

metaphors initially intended by a designer,

a neutral display without any specific

plot

and illustrated story, covering a form

of activity.

Metaphors initially intended by a designer.

If the task is to animate

to only what is already in

the logo without adding anything big

and introducing new meanings, this is

your option. Almost every

logo already has everything you need.

Your task is to find out

what the author wanted to convey.

Sometimes everything is quite obvious

like with FedEx's or NASA's logo

in general, it looks like a

typical logo of a state owned

company. It is round. It

literally shows what a company does.

Most of the time, it contains

an abbreviation. You may also come

across versions this,

but they're not popular for obvious

reasons. That's what they write

about their logo. If you Google

NASA logo,

let's analyze what it means to

animate the original meaning using their

logo. As an example, look what

we have. There's a trace

from a rocket, maybe the rocket

itself, or a visualization of it,

leaving the atmosphere. There's

also an orbiting, satellite and

space. The actual place where

everything is happening, we can

design a minimalistic plot without any

difficulties. Another example,

what do you think this is?

We did not get it straight

away as well, but as soon

as the designer told us that

it was a private clinic, everything

fell into place. Look, these are

pills of different sizes. This

thing looks like a stethoscope. Only

without this thing. We can use

these elements separately and then display

the remaining part of the lettering.

For the purpose. You can add

small, additional details, like a

notch here or.