Movie Monday

by Jason Caldeira

After a long and glorious weekend enjoying the urban outdoors away from the stresses of my computer, it’s now time to sit in front of said machine and mindlessly watch pretty pictures (drooling optional). Yes, ladies and gentlemen, I bring you the first installment of Movie Monday here on FlyCasual.

Today’s video features the much-debated and discussed City of Melbourne identity redesign. I won’t bore you with all the details (read up on Brand New’s take on the brand refresh here) but instead I’d like to show you the motion graphics version of the logo.

I find this video incredibly interesting. Rarely do you see animation so closely tied to a logo. Yes, commercials often animate corporate logos in some sort of swooshy, poppy, silly humanistic manner (think dancing 7-Up dot). But in the case of the City of Melbourne logo, the animation feels like it was developed hand in hand with the logo itself, and not as an afterthought. I almost get a sense that the logo is a graphic representation of the excitement expressed in the animation, which for me gives the logo much more inherent energy than if it had existed on its own in a motionless 2D world.