25.08.21 3 mins read
2.5D Motion Graphics: Why Brands Are Getting On Board
In 2021, everything moves. We communicate in video chats and express how we’re feeling in GIFS. We’re naturally drawn to moving images and social media algorithms can’t get enough of it. From responsive bus shelters to sausage dogs on football pitches; gone are the days when brands can stand still.
Moving images are compelling. In fact, use of video is one of the fastest growing tactics in wider marketing for brands all around the world. Reportedly, our brains can process moving imagery up to 60,000 times faster than text. So, in a world where our attention spans are becoming ever shorter, you can see why this matters to marketers. Brands are always looking for new ways to stand out from the crowd, and just like branding or digital design, this applies to motion design too.
Motion in branding has been around for some time now, but more recently we’re seeing a growing trend of big brands embracing the sweet spot between 3D and 2D. We’re talking 2.5D motion graphics. Put simply, flat 2D graphics that behave sometimes unexpectedly within a 3D space. Often it seems almost like a slight of hand magic trick. That moment when you catch something that behaves slightly unexpectedly and find yourself asking – Hey! How did you do that?!
Here’s a few of the imaginative uses of 2.5D motion graphics by big brands that we’ve seen and admired lately.
One of the great things about 2.5 motion graphics is that it helps to emphasize certain objects. Enter the KFC bucket. The iconic bucket is given a new lease of life when it spins to reveal the KFC logo at the end of its ‘Love You Too’ campaign ad.
Gunner’s exploration with the Dropbox logo exists in a 3D playing field. Through the clever use of 2.5D motion graphics, it now has its own feel and tactility. Suddenly it becomes much more than a logo. When it comes to UX, think of all the ways that 2.5D can help create interactions and open new doors to its users.
FutureBrand’s work for NatWest incorporates a mixture of moving imagery and gifs, some of which in 2.5D, to make the bank stand out in an oversaturated market. The aim was to create a new brand identity that was not flat and static, but agile like its users need it to be. 2.5D motion graphics does just that, bringing fresh life to something otherwise inanimate.
When Squarespace set about re-branding themselves they wanted their visual identity to set them apart from their Silicon Valley counterparts. Here, 2.5D motion graphics are used as a core part of the brand identity to make the brand appear fresh and dynamic.
We live in a fast-paced digital world, where brand identity needs to live and breathe. Just like any other creative industry, motion design is ever-evolving and people are always looking for new ways to make a brand stand out. If 2.5D motion graphics can add an extra layer of depth, then when it comes to branding, it’s going to be a no-brainer. We’re always keen to hear about new trends in motion design, so feel free to give us a shout.