The logo animation has requested its own dressing room

The logo stretches, dissolves and reassembles. Somewhere beneath the performance, a person is trying to find the opening hours.

Motion can explain a relationship or make a transition easier to follow. It can also become a tiny awards submission attached to every interaction, whether the visitor asked for one or not.

Decide what a movement is communicating. If it marks a state change, make the change clear. If it is purely decorative, check whether it is delaying anything useful. Test the experience at ordinary browsing speed rather than only inside the presentation video.

Include reduced-motion behavior in the design. A quieter version should still communicate the same information. Essential feedback cannot depend on a flourish that some people will not see.

Then check the motion across the whole system. One expressive moment can be memorable. Twelve unrelated entrances can feel like a room full of people introducing themselves at once.

The logo will survive arriving on time and standing still. It has other qualities.