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Geek Culture / Is animation in company logos 'forbidden'? - Advice needed...

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The Slayer
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Posted: 5th Aug 2013 14:07
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Hello everyone,

A few days ago, I created a new logo for an indie game development team (which I'm a member of), called 'Rimfrost Software'.
The logo has a bit of animation in it (see image below):



Now, the purpose of this thread, is to find out whether or not animation is 'good' or 'bad' for company logos.

NOTE: The logo above is currently ONLY used as a banner.

I'd REALLY appreciate to hear the advice of other artists/game developers/professionals/gamers or anyone else into game development. Thanks!

Is animation in company logos 'IN'? Is it 'good' or 'bad' to have an animated company logo?

Share your thoughts, please.

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Van B
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Posted: 5th Aug 2013 14:16
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I think it depends - the main thing is subtlety. For example, if you had a logo with fire reflected in it, having an animation to go with that would be cool. I don't think it's a good idea to have letters appear like that, seems almost too 'Las Vegas' IMO. I think that the compromise is to not have such distinct changes, like have those letter fade rather than appear, subtlety is the key, you shouldn't notice that the logo is animated right away, if you know what I mean.

I got a fever, and the only prescription, is more memes.
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MrValentine
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Posted: 5th Aug 2013 14:20
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I agree there with Van B, Use 50% opacity before full opacity so add an in-between frame for the half opacity effect, a trick I use a lot

Regarding use of an animated banner, As mentioned only animate non-static elements... such as mentioned a flame etc, a long as it is an extra, ensure the whole main parts of the image remain static and visible at all times, as that IS your branding... however you can animate the whole thing in an intro video etc...



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The Slayer
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Posted: 5th Aug 2013 21:57
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Quote: "I think it depends - the main thing is subtlety. For example, if you had a logo with fire reflected in it, having an animation to go with that would be cool."

Yeah, subtlety and giving that 'extra' value to a logo.
There are indeed some really great animated logos. It's not always easy to find the right effect/animation to go with the logo.

Quote: "Regarding use of an animated banner, As mentioned only animate non-static elements... such as mentioned a flame etc, a long as it is an extra, ensure the whole main parts of the image remain static and visible at all times, as that IS your branding..."

Yup, the logo should be easily readable, but also keep a lasting impression.

Will get rid of the animation on the letters, and maybe try out a few other things.

Thanks for the suggestions, guys!

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Mobiius
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Posted: 5th Aug 2013 22:54 Edited at: 5th Aug 2013 22:57
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I try to stick to the following mantra:

Print logos should be static. (Website logos count as print logos)
Intro scenes can have animated logos. (Intro scenes to games, or even as a first time splash screen to your website)

If you think about it, logos are descended from shop signs. (Bear with me) and shop signs are designed to grab your attention through movement. Likewise, animated logos take your attention away from whatever you have visited a website to view, so are bad for this reason. If you went to a website for cats, but all you could see in your periphery is a silly animated logo, you'll stop visiting that website.
But very subtly animated logos can be ok.


My website! http://www.TeamDefiant.co.uk
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Chris Tate
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Posted: 6th Aug 2013 00:07
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Additionally, using rhetorical questions and examples can be telling.

What was the last service or product I purchased from a company that contained an animated logo?

What did this animated logo imply about this company?

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mr Handy
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Posted: 6th Aug 2013 00:40 Edited at: 6th Aug 2013 00:43
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You can take this logos!



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xplosys
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Posted: 6th Aug 2013 00:50
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Quote: "What did this animated logo imply about this company?"


Or in other terms, was the animation pertinent to the company/product or was it for the sake of animation? In the case of your animated text, it doesn't imply "game" to me. Such an animation is often better recieved as a one-time thing (not looping) for the reasons stated above. It gets annoying. The main text being frosted is pertinent to the company name and looks great.

Brian

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Mobiius
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Posted: 6th Aug 2013 01:00
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Quote: " The main text being frosted is pertinent to the company name and looks great."

But also makes the text difficult to read...


My website! http://www.TeamDefiant.co.uk
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The Slayer
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Posted: 6th Aug 2013 01:29
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Quote: "In the case of your animated text, it doesn't imply "game" to me. Such an animation is often better recieved as a one-time thing (not looping) for the reasons stated above. It gets annoying. The main text being frosted is pertinent to the company name and looks great."

Agreed. The animation on the text is unnecessary and doesn't add an extra value to the name, but the frost-like effect does fit rather good.

Quote: "Likewise, animated logos take your attention away from whatever you have visited a website to view, so are bad for this reason."

But, they can also serve as a way to keep your logo (and thus company name) in their minds.

Here's an article that says why animated logos are a good way of promoting your company.

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xplosys
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Posted: 6th Aug 2013 01:29
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Quote: "But also makes the text difficult to read..."


True, but I guess it depends on the background. You should always have a black/white - for print - version as well.

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Kezzla
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Posted: 6th Aug 2013 09:07
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Quote: "If you think about it, logos are descended from shop signs. (Bear with me) and shop signs are designed to grab your attention through movement. Likewise, animated logos take your attention away from whatever you have visited a website to view, so are bad for this reason. If you went to a website for cats, but all you could see in your periphery is a silly animated logo, you'll stop visiting that website.
But very subtly animated logos can be ok."


I think it is funny how much movement there is on the page where you said this.

I may have to hit Mr V up too for a fiercly animated banner to go with the whole developing eye hurt theme of this website.

I'm not a complete idiot -- Some parts are just missing.
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Fluffy Rabbit
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Posted: 6th Aug 2013 11:23 Edited at: 7th Aug 2013 19:23
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Mod Edit: No.
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mr Handy
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Posted: 6th Aug 2013 14:20 Edited at: 6th Aug 2013 15:32
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@Fluffy Rabbit
Your image could cause an epileptic seizure! That's a very stupid joke.

@The Slayer, here is short explanation what is "not good" and why:

1. "Rimfrost" is not original title, it is already in use.
2. Nobody does animated logos except beginners. Animated title is used for video animation like trailer or game intro.
3. Slightly modified font Neuropol Regular ($), red stroke 1px, some bevel and emboss, some "texture" and ripple effects.

Do you really want your logo "to say" that you are very beginner? No offence, just keep working! This time no luck.

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Fluffy Rabbit
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Posted: 6th Aug 2013 15:57
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Animated banners are fun!
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mr Handy
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Posted: 6th Aug 2013 16:03
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Yes, but seisure is not.

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The Slayer
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Posted: 6th Aug 2013 16:31
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Quote: "1. "Rimfrost" is not original title, it is already in use."

Yes, I agree. Rimfrost is already in use, but not 'Rimfrost Software'. Secondly, it's my team partner who chose the name, because it was not yet taken as a company name. So, he registered the name 'Rimfrost Software' and payed for it. It's only registered in his country for the moment, as it would cost much more to register it worldwide.

Quote: "Nobody does animated logos except beginners. Animated title is used for video animation like trailer or game intro."

Not according to THIS article. Plenty of professional logo designers use some form of animation.

Quote: "Slightly modified font Neuropol Regular ($), red stroke 1px, some bevel and emboss, some "texture" and ripple effects."

You're right about the (free) font, but not really on the other parts.

Quote: "Do you really want your logo "to say" that you are very beginner? No offence, just keep working! This time no luck."

Well, I'm not an expert on logo design, but I don't think it's that bad, I hope?
I'm always trying to improve my work, so...who knows...

Thanks for the suggestions, though!

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mr Handy
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Posted: 6th Aug 2013 17:22 Edited at: 6th Aug 2013 17:26
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Quote: "but not 'Rimfrost Software'"

A word of advice, don't forget of known "scrolls" and "edge" suits.

Quote: "Not according to THIS article."

Article, shmarticle. Let's make a simple check with random indie developers website pick:

not animated logo:
http://gaijingames.com/dev/
http://www.jagex.com/
http://minotaurproject.co.uk/frontpage.php
http://www.nicalis.com/
http://www.chroniclogic.com/
http://www.dejobaan.com/
http://www.bigfinishgames.com/
http://2dboy.com/
http://www.aceteam.cl/
etc...

animated logo:
http://amanita-design.net/

Amanita do flash-animated games so they made a flash-animated logo. Please, note - slightly (and smartly) animated logo, not text.

Quote: "You're right about the (free) font, but not really on the other parts."

Nevermind, I just named photoshop tools for that effects. Free font? Ok, why not

Quote: "Well, I'm not an expert on logo design, but I don't think it's that bad, I hope?"

It is not bad, I did not said that! It is looks exactly as a beginner's "logo". The common case, a "photoshopped" text. Also it is rather text (label) than logo, logo is a memorable small image attached to logo, which people can recognize without a text. Here is known logos:


Note, how Blizzard logo differs from generic font. The text is an art itself:


Also, don't forget, that TITLE you have choosed is permanent, and LOGO changeable, everypony change (enchance) their logos from time to time.

Some indies, like 2D BOY, don't bother with logo at all.

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MrValentine
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Posted: 6th Aug 2013 17:47
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Kezzla - Looking at your choice of avatar I could have some real fun with yours should you put in a request

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Phaelax
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Posted: 6th Aug 2013 19:28
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I think it depends on what the logo is on. For a video or game intro, sure. For everything else, I say no. Animated web logos kind of died out in the 90s I'd say.

And your animated slayer logo is too distracting.

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Chris Tate
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Posted: 6th Aug 2013 21:17 Edited at: 6th Aug 2013 21:20
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That animated logo article does not seem genuine Slayer.

It used to be my job to design logos for small businesses. When I was a logo designer, practicality, culture and application was as important as aesthetics; and I think it is still the same today.

I would not bother with animation; recalling my rhetorical question; "what does an animated logo imply about a business"; my answer to this question would depend on the reason for the animation. If this reason is to make it look good or memorable; then does this mean 99% of business logos which happen to be unanimated are not as good looking or memorable as an animated one?

Why are companies spending 100s of thousands of dollars on a couple of un-animated logos; wouldn't a $50 animated one be better?

I do not think the apple logo is less memorable than your animated one. To be honest, when a logo is animated it becomes a banner or intro-movie.

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mr Handy
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Posted: 6th Aug 2013 21:26 Edited at: 6th Aug 2013 21:28
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Damn, you guys are carrying conviction better than me

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rolfy
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Posted: 6th Aug 2013 23:07 Edited at: 6th Aug 2013 23:27
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Never put looped animated banners or logo's on your own website...ever....unless it's a really tasteful and subtle part of your artwork or your a circus act.

Animations on a web page are there for one reason only....to attract your eye. If you are competing for attention with a dozen other Ads,Banners or Logo's then it might help to draw people to your own, but it's merely distracting and annoying if its on your own site where you want people to relax and browse over your content.

I may sound like a killjoy but even on this forum it will get real tedious if everyone has a flashing banner on every page you try to read through.

That article is one persons opinion and to be honest when it's headed with "Why Logo Designer Should Be Good with Animated Characters" it makes me cringe, right away it makes that particular Designer look really amateur
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Fluffy Rabbit
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Posted: 7th Aug 2013 00:16 Edited at: 7th Aug 2013 19:23
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Wolf
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Posted: 7th Aug 2013 01:25
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Honestly, animated logos are too "early ages of the internet" and seem very unprofessional aswell as unartistic nowadays. To me, it screams livingroom-company.

What matters is what YOU like tough.

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There is nothing outside of yourself that can ever enable you to get stronger. Everything is within. Everything exists. Seek nothing outside of yourself.
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