Brainhole

Project Description

A logo lockup animation for the fictional company "Brainhole".

Credits

Client: Personal Project

Animation: Jacki Reed

Logo Design: Joey Korenman

Software: After Effects and Illustrator

Goal/Brief

Animate-on a company logo end card.

Conceptual Development

Version 1

For this exercise, I already had a concept in mind so I went straight to animating. In this initial version, I wanted to focus on the relationship between the logo and the logo wordmark.

I created visual interest and impact using tracking to make the screen pop out of a growing letter “O”, thus putting emphasis on the “hole” portion of the company name.

My design, however, had some glaring issues. While my interpretation had a lot of energy and effective eye trace at the beginning, it felt very stiff and linear towards the end.

Version 2

In my second version, I focused more on creating dynamic, non-linear movement. My personal theme was deconstruction. I wanted to showcase the inner workings of a brain and computer, including active and lagged portions. I had the animation start in a pseudo subconscious, inspired by the rabbit hole sequence from Alice and Wonderland.

Inspiration

Storyboard

The square exists in this warped reality until it finally explodes into the digital mainframe that makes up the computer world. I avoided my issues from the first version by breaking up the linear movement and incorporating a wide variety of transformations, deformations, and timings.

Gifs

Key Skills

Anticipation
Overshoot
Graph editor
Timing vs Spacing
Masking
Oscillations
Squash and stretch
Follow-through
Reinforcement
Deformers
Warp and Distortion
Secondary Animation
Text Animation
Non-linear movement
Overlap