Sosai needs a single motion idea for its wordmark that scales down to a fraction of a second without losing clarity. It has to close the explainer film, open every social post, and sit quietly as the mark that greets people every time the app loads, so it must read instantly and never feel gimmicky.
Overview & Goals
- Build one motion system for the wordmark that extends cleanly across a film ending, a post opener, and an app splash
- Make the mark resolve and read clearly in under a second, since that is the version seen most often
- Keep the animation calm and minimal so it never competes with the content it introduces or closes
- Deliver a flexible package that works on transparent, light, and dark backgrounds across square and vertical formats
Budget & Timeline
Work begins once the refreshed wordmark is signed off in November. The sub-second splash version is designed first, since it is seen the most and every longer cut is built as an extension of it, followed by the post opener and finally the full film ending version.
Video delivery
- Type
- Logo animation
- Length & cut-downs
- Three lengths from one idea: a 2.5 second full version for film endings, a 1.2 second version for post openers, and a sub-second version for the app splash.
- Formats
- 16:9, 9:16, 1:1
- Treatment
- Motion graphics
- Handover
- Final files and project files
- Logo files
- Yes, vector available
- Where it plays
- Video intro or outro, App or website start
- Sound
- Silent
Target Audience
The animation is seen by two overlapping groups: people actively using the Sosai app, who see the splash mark constantly, and people watching Sosai's films and posts, who need the same mark to feel instantly familiar.
Logo & Style
Logo to use
Colour
Colors to use
Measured on the material that was sent.
References & Moodboard
1 source captured. Click any of them to see it full size.
In the client's own words
We need the wordmark to move: at the end of the explainer film, at the start of anything we post, and as the small mark that appears while the app is loading. One idea, three durations. The wordmark itself is being refreshed in a separate project and will be final before this starts. It should feel like something settling into place rather than assembling with a flourish.
Scope & Deliverables
- Full length closing animation for the explainer film
- Short opener animation for social and post content
- Sub-second splash animation for app loading
- Transparent background exports plus versions for light and dark grounds
- Delivery across 16:9, 9:16, and 1:1 formats
- Final render files and editable project files
Do's & Don'ts
Do
- Design the shortest, sub-second version first and treat every other length as an extension of it
- Deliver on a transparent background and on both a light and a dark ground
- Keep the current color palette exactly as is
- Protect the sub-second version above all if any compromise is needed
Don't
- Do not animate every letter of the wordmark separately
- Do not end the animation on a bounce
- Do not add sound, the mark plays silent in every context
- Do not let the longer versions diverge from the core sub-second idea