Hoffman Academy Logo

Hoffman Academy recently went through a large scale re-branding process and the centerpiece was a fresh new logo with a more contemporary style. When our product strategist approached me asking to animate this contemporary new logo I immediately said yes, even though I hadn’t taken on such an important task before.

I began by watching succesful animations for other logos, and focusing in particularly on circles like ours. I filled a sketchbook with notes and drawings, but motion inspiration can be difficult to capture on paper so I almost immediately began fleshing out these ideas in after effects with primitive shapes.

Once I had a final music file for the opening and closing of our lessons, I executed my three favorite motion designs into a more polished form. As a team we met and decided on a final choice to use. While sketch number 3 was a hands down favorite, it was decided that number 2 was more in line with our brand and had an element of musicality that the others didn’t have.