responsive: making MSC idents

At the start and end of the animation we wanted the MSC logo prominent as we were essentially making an advert for them and they are all about there blue eco label. We wanted the logo animated as we felt just started with the static logo would not be very engaging. I personally found the label itself not very attractive which made it a much greater creative challenge to work with compared to animating with some more aesthetically pleasing type. My first idea was to have the logo bubble on screen. I wasn't sure how to do this so I experimented with it in after effects for a bit.

This was the final outcome and after some feedback I realised it wasn't great and wouldn't really fit with the target audience very well. I tweaked this piece original but figured it would better to start from scratch. I realised we had all of these really nice fish designs created by Tom and this could be a great way to showcase those and show that the MSC main focus is on fish. I cut up the MSC logo in photoshop so I had separate animatable assets and then made the fish flicker between all the designs until they seamlessly turned into the MSC logo. I brought the logo in using the stroke effects and opacities.

 

I wanted there two be two separate idents for the animation because I felt it would look a bit stale to have the same one twice and having two animation of the same logo would make it stick in peoples heads better. I wanted to do something that looked a bit more hand done as I felt the aesthetic of that would be good for the target audience. I played with some textured brushes in photoshop to find something that could work well. I wanted to have waves acting as a mask to reveal the logo but only wanted the animation where the logo was and no where else. I tried a few wave animations too see what worked and I ended up using a combination of the two different attempts which created the final version.