Motion: The living expression of your brand
1.4.2025
Modern brands are moving brands. Motion Design brings your brand to life with animation techniques, while a strategic approach to motion amplifies your brand's expression.
Just as tone of voice shapes how a brand speaks, motion defines how it moves – it’s the body language of your brand. Thoughtful motion captivates audiences, tells stories, and deepens engagement. Let’s explore how.
The three uses of motion in branding:
1. Breathe life into your brand
2. Guide and grab attention
3. Tell stories
1: Breathe life into your brand
Just as people have unique ways of moving – some bold, others subtle – brands express themselves through motion in distinct ways. It’s a reflection of your brand’s personality. To discover the right approach and how motion can enhance your brand, we follow a structured process.
At SEK, motion is an integral part of the visual identity. We develop it alongside other design elements to ensure they all come together to create a single, breathing living being that behaves consistently. Just as a turtle moves differently from a hummingbird, your brand should have its own distinct motion language. A great example is the motion of fintech company Klarna: their motion concept “smoooth” is derived directly from their brand story: smooth payments.
Just as tone of voice shapes how a brand speaks, motion defines how it moves – it’s the body language of your brand. Thoughtful motion captivates audiences, tells stories, and deepens engagement. Let’s explore how.
“Motion is the body language
of your brand”
The three uses of motion in branding:
1. Breathe life into your brand
2. Guide and grab attention
3. Tell stories
1: Breathe life into your brand
Just as people have unique ways of moving – some bold, others subtle – brands express themselves through motion in distinct ways. It’s a reflection of your brand’s personality. To discover the right approach and how motion can enhance your brand, we follow a structured process.
At SEK, motion is an integral part of the visual identity. We develop it alongside other design elements to ensure they all come together to create a single, breathing living being that behaves consistently. Just as a turtle moves differently from a hummingbird, your brand should have its own distinct motion language. A great example is the motion of fintech company Klarna: their motion concept “smoooth” is derived directly from their brand story: smooth payments.
Jaa
A motion language dictates how a brand moves. This language is built around motion drivers: specific attributes that guide the look and feel of movement. Just like visual guidelines, a motion system provides a structured approach that makes future applications systematic and cost-effective. Now we have consistency across all platforms (websites, apps, ads, social media) and can maintain a unified brand experience. This type of attention to detail supports the idea of an established brand.
Just like brand colors are strategically chosen, crafted and defined, motion should be too. When motion isn’t aligned with the rest of the identity, it feels inconsistent –like the brand is behaving in a way that doesn’t quite fit.
Another example of a unified Motion Language is Finnair’s, which uses calm and premium Motion Drivers to create a cohesive brand experience.
“This type of attention to detail supports the idea of an established brand.”
Just like brand colors are strategically chosen, crafted and defined, motion should be too. When motion isn’t aligned with the rest of the identity, it feels inconsistent –like the brand is behaving in a way that doesn’t quite fit.
Another example of a unified Motion Language is Finnair’s, which uses calm and premium Motion Drivers to create a cohesive brand experience.
2: Guide and grab attention
Motion naturally stands out more than static elements. Used strategically, it can direct focus, clarify visual hierarchy and ensure a cleaner and clearer experience.
Motion naturally stands out more than static elements. Used strategically, it can direct focus, clarify visual hierarchy and ensure a cleaner and clearer experience.
Augenkitzel – meaning the “tickle of the eyeballs", – is a reflex we can’t control. When something moves, we snap our eyes to it, whether we want to or not. This is why we can’t ignore a bouncing email icon or a moving ad on the street. Motion has power in grabbing attention, and we have a responsibility to use it mindfully.
In an age of fragmented attention, brands need to be intentional about when to grab focus and how to guide users. When used according to best practices, motion feels like a natural part of the brand experience –seamless rather than something you have to resist. At its best, it elevates the brand experience.
3: Tell stories
Motion also holds the power to simplify complex ideas and transform them into engaging narratives. Motion gives your brand a new dimension – time.
Motion happens over time, which is a powerful design tool. Time allows ideas to unfold step by step, creating a sense of flow and progression. Whether it’s through simple animations, a full brand film or an explainer video showcasing work safety, movement keeps audiences engaged and makes messages more memorable.
Storytelling through motion has other perks, too. Motion, especially combined with audio, makes content more accessible for all but especially for neurodivergent audiences. It helps simplify complex concepts and makes information easier to absorb. This broadens your reach among diverse audiences.
Conclusion
From creating a motion system to strenghtening expression and storytelling, motion is essential in modern branding. When used thoughtfully and consistently, it makes brands more dynamic, engaging, and memorable.
In an age of fragmented attention, brands need to be intentional about when to grab focus and how to guide users. When used according to best practices, motion feels like a natural part of the brand experience –seamless rather than something you have to resist. At its best, it elevates the brand experience.
3: Tell stories
Motion also holds the power to simplify complex ideas and transform them into engaging narratives. Motion gives your brand a new dimension – time.
Motion happens over time, which is a powerful design tool. Time allows ideas to unfold step by step, creating a sense of flow and progression. Whether it’s through simple animations, a full brand film or an explainer video showcasing work safety, movement keeps audiences engaged and makes messages more memorable.
“Motion gives your brand a new dimension – time.”
Storytelling through motion has other perks, too. Motion, especially combined with audio, makes content more accessible for all but especially for neurodivergent audiences. It helps simplify complex concepts and makes information easier to absorb. This broadens your reach among diverse audiences.
Conclusion
From creating a motion system to strenghtening expression and storytelling, motion is essential in modern branding. When used thoughtfully and consistently, it makes brands more dynamic, engaging, and memorable.
