Rise & Accelerate
Logo Animation
A fast and dynamic logo animation for an internal yearly conference called “Rise & Accelerate” for Allegis Group India.
The Task:
The graphics team at Allegis Group approached me with the static version of the logo and requested a logo animation to be used at a yearly conference for their India team.
The Tools:
Illustrator (style frames, animation preparation)
After Effects (animation)
The Process:
To really get what was needed, I had a few chats with the in-house graphic design team. We got into what the conference was about, what the animation was going to be used for, and the thinking behind it all. We wanted this logo animation to be big, bold, and impactful while representing the corporate strategy; tackling challenges head-on as a collective and revving up company growth. The conference was a motivational info session where the corporate team revealed and outlined their future plans and to get everyone hyped up about their goals.
The words in the logo were the secret sauce, so my brainstorms revolved around "rise" and "accelerate," and I started to come up with some different combinations for the animation.
For "rise", I played around with different ideas to make the text rise. The company’s logomark is a stylised "A" shape, so I tried to carry that imagery into the animation by having the text pop up from its centre and spread out like an A rising up from beneath the ground. It gave a solid starting point and feel to the animation, and tied in strongly with the company's identity.
The "accelerate" part was a bit of a puzzle. I tried a few overly ambitious things like shaping the text to look like a speedy car or a rocket launch, but both of those ideas didn’t really hit the mark – they both felt more like stopping rather than accelerating. So, I used a simpler method: having a hard acceleration and reveal on each individual letter of “accelerate”, ending with the whole word revealing itself very quickly and landing where it was supposed to be. This had the added benefit of being a nice juxtaposition with the relatively calm “rise” animation.
To increase the energy and impact of the animation, I wanted to add a feeling of shared direction and solid impact to the arrows. Having the arrows shoot off in separate parts, all moving in a similar direction and accelerating, and all ultimately ending up rising together on an upward angle gave the animation the high-energy ending I wanted to push. Animating the arrows like this also gives the sentiment of the strategy - the company wanted everyone to rise together and make an impact together.
The end results was a short, snappy animation with all the elements coming together in an upward flow, sending a message loud and clear: we're all in this together, we’re aiming high and we’re going to make an impact.