Category: Video Production

Bringing a Logo to Life

A behind-the-screen look at how a logo transforms into a motion graphic to embody your brand and captivate viewers.

Logos are everywhere. They’re in your face, all the time. They’re on the devices you use, on the clothes you wear, on the buildings you pass outside, and sprinkled heavily throughout all the content you consume. Logos and branding have become so embedded in the fabric of our culture that we often don’t even notice the small insignia on the bottom of our socks, the teeny-tiny text under the title of a click-bait listicle that says “Content Sponsored By BRAND XYZ,” or the semi-transparent watermark in the corner of an ad during the morning news. 

Photo: Christian Vierig/Getty Images

Or – we make sure people notice our logos. We wear Gucci belts with the iconic interlocking G’s on the buckle. Apple stickers proudly displayed on our bumpers and laptop cases to proclaim “yes, I do in fact own several Apple devices that all sync to iCloud and I live-tweeted the last Keynote presentation.” Even Starbucks’ annual holiday coffee cups are gripped by coeds in plaid scarves throughout the college campus.  This sort of instant recognition and passionate identification with a brand is often the goal, and a main reason why logos saturate our lives. They strive to become so ubiquitous (but also still cool enough) that people want to brand themselves as a way of saying “Nike is cool and I’m cool too because I like Nike.” 

Over the years, the way I look at logos has changed. To me, they’re not background noise, nor are they a status symbol. Notice where these logos are placed and think about the intention behind that placement. Look at the curves and the shapes created by the wordmark, and the way the letters fit together. Pay attention to the use of color and think about what that brand is trying to make you feel without having to say it overtly. Is this shade of green supposed to convey that they’re environmentally-friendly or that they offer some sort of financial service? I look at the symbol or icon, if there is one, and I start to imagine ways that I might make it move.

I pay attention to the use of color and think about what that brand is trying to make me feel without having to say it overtly.

In our ever-increasingly digital world, movement as a part of brand identity should be a main consideration from the beginning. Granted, some logos lend themselves to motion better than others, but every logo has the potential to move in a way that enhances the viewer’s impression of the brand and sticks in their memory.


This timelapse shows an example of my process of taking a logo from flat to fully animated.

  • I start by breaking the logo into pieces – words, symbols, more words. 
  • If there are multiple words, should they come in together or separately? Does the text write on? Does it fly in from somewhere unseen?
  • Is there a symbol or an icon? What kind of movement can that symbol do? Does it have a personality? What does the symbol represent and how can I convey that in the way I make it move?
  • If there is a tagline, how should that move in relation to the rest?
  • Is the movement more mechanical or organic? 
  • Are there any extra effects that make would add to the viewer’s experience?

Motion requires more attention than adding a few PowerPoint transitions. With a well-crafted animated version of your logo, you’ll see results and recognition across the numerous video-centric channels available today.

Now get that logo moving!


When Life Hands you a Pandemic, Make Dog Lemonade

Stay Home. Practice Social Distancing. We’re all in it together. We stay home so they can save lives.

By now, you’re pretty familiar with the new messaging surrounding the current global situation. And like many others, you probably hadn’t factored a global pandemic into your 2020 business plan. Yeah, neither did we.

We did, however, have plans to meet with new businesses and generate new branding ideas. We had plans to:

  • Travel to new places and go to weddings with friends and family.
  • Keep our current websites in tip-top shape with new code updates.
  • Have a Posture group game night, as we tend to do every few months.
  • Go on video shoots and capture our partners at the moment.

We also had plans to launch a fake dog version of our site for an April Fool’s joke. Obviously, we had to put some of those plans on hold. Other ideas, however, we were able to carry out with a new spin.

In the spirit of being an interactive group full of creative problem solvers, we’ve pushed ourselves harder than ever before to find ways to carry out plans. We kick off new websites and projects via video conference. We have digital competitive challenges daily capped off with a video conference “Happy Hour” every Friday.

We coach our clients through shooting their own video and sending the footage our way to work our Posture Magic™ on it. We find ways to continuously connect with others while uncovering the silver lining one day at a time.

We have been so inspired by those around us that we are continually finding new ways to get their message out and bring in business without physically interacting with people.

This ability to change course when things don’t go as planned has been an integral part of our business over the years. It is what led us to our recent rendition of “Pawsture Interwagtive.” We had planned for this launch since January, gathering assets and footage and carefully curating a social campaign to launch as an April Fool’s joke.

Honestly, we couldn’t see that original plan going over well at this point in time, and we couldn’t be tone-deaf to what was happening around us. So we got to work re-tooling a lot of our messaging for the original social media schedule and pushed up our launch schedule to fill the remainder of March instead of hitting one day in April. We realized that now, more than ever, the world needed to see the smiling puppy faces of Pawsture Interwagtive. We hope you enjoyed them as much as we do every day!

Think about those plans you had before you found out about “shelter in place.” What spin can you put on them now to find a new way to connect with others? We have been so inspired by those around us that we are continually finding new ways to get their message out and bring in business without physically interacting with people. This is what interactive design looks like on a global scale – making a digital connection with those around you to present a clear message. This is one of the things we love most about the work we do.

The world is continuously changing, but all we can do is take it one day at a time. If you need advice on how to do that, we’re here for you. From all of us (and our pups) at Posture, we wish you much love as we all continue to navigate this new normal.

Visit getpawsture.com to see our pups at work.


Video Q&A: Heir to The Sleigh Edition

Hello and welcome to Posture’s Video Q&A: Heir to The Sleigh Edition! Today we’re chatting with Sal and Charles about our interactive holiday video, Heir to the Sleigh. Join us for an inside look at the creative process and technical organization that is required for a successful interactive video project.

What was your initial reaction to the idea of an interactive video?

Sal: I knew this was a cool idea from the start! It’s not like any traditional narratives we had done in the past. When you start to make it interactive (similar to the movie Bandersnatch) and add branching paths into the mix, the project starts to get more exciting.

How did you organize such a content-heavy project?

Sal: Once the script came together we immediately started taking all that information and putting it into a visual flowchart (as shown). The chart was very handy on production day!

Charles: Along with the chart we also set up a team project in Adobe Premiere. I worked on the color correction and initial setup while Sal did the cutting. We attacked this project scene by scene, giving each one a number and its own sequence.

What were some of the challenges you faced and how did you overcome them?

Charles: A challenge we faced was developing the right solution for the user experience without sacrificing our vision for the video. We found a few services that did what we were trying to accomplish, but they were for much larger projects. Luckily, our awesome development team was able to save the day with a semi-custom solution.

Sal: Another challenge was our limited time window to shoot all the video content for the project in just one day. So, we decided to keep the execution of the shoot as simple as possible!

Tell us about the editing process and how user decisions influenced the story.

Charles: It was very segmented and organized. Every path had to be siloed to keep our organization and each scene was given its own sequence. An important thing we had to keep in mind with any large video project is quality control. For example, if we do a color correction to one iteration of a clip we have to be sure we’re keeping that color consistent throughout any scenes whenever that shot is used.

Sal: I was surprised to see  how much complexity is added to a video project when you start introducing multiple paths. It definitely took a lot of effort and devotion to maintaining an overall picture of the final product. Oh and LOTS of flowcharts!

Was there anything you would have done differently?

Charles: I try to not look at a project like this as ever completely ‘done’, there’s always improvements that can be made, and keeping it open in my mind can set you up for success.

Sal: The obvious answer is “more time for pre-production”. In a perfect world, every project would have exactly the amount of time needed to plan everything out but that isn’t always the case.

Charles: I agree, but it was still exciting for us to push the limit on something like this!

What would you tell someone interested in video production?

Start yesterday! Your first video won’t be perfect; mine definitely wasn’t. But use whatever tools you’ve got at your disposal, even if it’s just your phone, and get creative! Start assembling a crew of collaborators, friends, supporters, and people who bring out the best in you, mentally and creatively. A lot of cool stuff can come from a group of inspired creators!

Sal Bulzoni

To anyone who has an interest in video production learn from everyone, everywhere! There are so many differing opinions on everything, so listen to people’s production stories, they can teach you a lot.

Charles Ferran

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