Andrew Vucko, founder and ECD of Vucko, explains how motion can transform static identities into living ones fit for the 21st century.
A few years ago, the question was: should your brand identity include motion? In 2025, though, that’s losing its relevance; the idea that static identities aren’t enough is widely accepted. So nowadays, the question is more like: how is motion interwoven into the heart of your brand?
In an age when screens have become our primary window to the world, motion allows us to create meaningful connections with their audiences. And rather than being a mere “add-on” to brand identity, it needs to be integrated into the brand identity process from the very start.
Why? Well, just think about how we communicate as humans. We don’t just use words. We gesture, move and express ourselves through subtle shifts in posture and rhythm.
In this light, a brand without motion is like a person frozen in place—technically present but missing the vital spark that makes connection possible. In this article, I’ll explore how to build motion successfully into your work.
Transcending decoration
Let’s start by taking a step back. Traditionally, brand identity focused on static elements: logos, colour palettes, typography and tone of voice. These remain crucial, of course, but they’re no longer sufficient by themselves.
In a world of feeds, screens and constant interaction, audiences expect brands to respond, adapt and engage dynamically. Motion brings these static elements to life, transforming them from mere visual assets into living, breathing expressions of brand personality. And the impact of this transformation goes far beyond mere aesthetics.
For tech refurbishment platform Back Market, for instance, motion identity became more than just animation: it was a dynamic way to embody the company’s commitment to sustainability.
Circular movements and fluid transitions weren’t just designed for visual appeal. They reflected the brand’s core value of circularity, transforming how the message of sustainability was communicated across each touchpoint.
A universal language
Another powerful aspect of motion identity is its ability to transcend cultural and linguistic barriers. While verbal and visual language can sometimes get lost in translation, movement speaks to something more fundamental in human experience. This universal quality makes motion an invaluable tool for global brands.
Working alongside the Google Cloud team for their annual event, Google Next we developed a motion identity system that could seamlessly adapt across more than 2,000 deliverables while maintaining consistent brand expression. Again, this wasn’t just about animation—it was about creating a living system that could evolve and adapt.
The motion identity we developed helped define the brand’s personality through visual elements that reacted and adapted to different environments, creating a coherent experience across dozens of touchpoints, channels and platforms.
Personality and expression
Creating effective motion identity requires a deep understanding of both technical capabilities and human perception. We experienced this when working with Canva, to develop a comprehensive motion system built around cursor movements. That might seem like a simple concept, but it required careful consideration of how people interact with digital interfaces.
We began by establishing clear motion principles that reflected the brand’s personality. Movements needed to feel human and intentional, transitions had to be fluid, and interactions needed to convey both functionality and emotion.
The system we developed together wasn’t just about making things move—it was about creating a cohesive language of movement that could express everything from casual creativity to professional collaboration.
Key takeaways
Based on our experience with such projects, here are some key considerations for developing effective motion identity.
Start with strategy, not animation. Motion should express brand values and personality, not just create visual interest. Every movement should have purpose and meaning.
Consider the entire ecosystem. Motion identity needs to work across all touchpoints, from micro-interactions in apps to hero animations in marketing campaigns.
Build for scalability. Create motion principles that can be adapted and applied consistently across different contexts and platforms.
Keep it human. Movement should feel natural and purposeful, not mechanical or gratuitous. This creates emotional resonance and builds trust.
Design for performance. Beautiful motion is worthless if it creates friction or slows down user experience. Technical implementation must be considered from the start.
The future of motion identity
As technology continues to evolve, the role of motion in brand identity will only grow more important. The rise of spatial computing, augmented reality and increasingly sophisticated digital interfaces will create new opportunities—and challenges—for motion design.
Whatever new advancements come our way, though, the fundamental principle will remain the same: motion brings brands to life. It’s not just about making things move; it’s about creating genuine connections through movement.
In a world of fragmented attention, motion offers brands a powerful way to cut through the noise and create meaningful engagement. But this requires seeing motion not as an afterthought, but as a core element of identity—one that brings together strategy, creativity and technical execution to create truly living brands.
The question is no longer whether motion should be part of your brand identity but how to best implement it. In today’s digital-first world, motion isn’t just nice to have; it’s essential for creating brands that truly connect.
