Project Overview
About
A school project animating a local Hawaiian brand logo.
Timeline
6 weeks
Tools
- Illustrator
- After Effects
Role
Visual Designer
Research & Discovery
Choosing Logo
The simple bold colors helped me decide which elements I can transform and add movement.
Exploring Local Brands
I explored another brand, “Yick Lung Crack Seed Series” and considered to rotate the yellow wheel but there was difficulty with the lack of consistency with the fonts and overlapping colors.
Moodboard
My Moodboard contained images that had stretched out font as well as making a shape transform into another.
Reference Images
Most of the text were simple bold colors. Using exaggeration in the text by elongating the letters.
Design Challenge
“How can I express the laid-back but bold spirit of a beloved Hawaiian eatery through motion?”
Process & Outcome
Sketchbook Concepts
I began with hand-drawn thumbnails of motion paths, such as: bouncing ball, shape transform to surfboard, and animating the letters.
Storyboard
- entrance of the bouncing ball
- transforming ball to surfboard
- aninating the letter "L"
- fading in the final elements
Styleframes
Transforming Ball to Surfboard
I had to consider how many bounces that appeared natural enough to transition into a board.
Smiley Face and Wink
I wanted to be playful with the "L"s and creating an uplifting feeling by transforming the surfboard into a smiley face and dropping the "L"s in as a ball.
Eyeball to Letters
It took time for me to figure out how to transition the circle shape into a letters and so I had to expand the letters in an outward motion and to return to its form.