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Motion System
2019 - 2020
Overview:
Since Twitter's inception in 2006, its purpose has remained unchanged: to serve the public conversation. For years, the Twitter brand had been largely represented by the iconic blue bird logo, the hashtag, and Helvetica typeface. However, in those 14+ years, the platform and conversation evolved.
Objective:
By creating a new identity system and guidelines, Twitter aims to be more responsive to culture, further elevating the quality of the work and the standing of the brand.
The integration of motion design is pivotal in steering the brand's evolution. The animation guidelines serve a dual purpose by not only elevating the visual elements but also seamlessly integrating the platform experience into the overall expression.
Approach:
The process began with explorations that mimic movements inherent in user interactions on the platform. Through the creation of simple animation studies involving scrolls, clicks, and typing, the foundation of the expression was established.
The style of the brand evolved to be purposefully imperfect, culturally aware, and unified, not uniform. The refreshed identity system reflects the people and conversations on Twitter. Its purpose is to feel authentic to the behaviors and traits found on the timeline. The system is designed to feel expressive and dynamic, bold and layered.
Role: Art Director + Motion Designer
Agency Partner: Irradié
CLICK STUDY 01
SCROLL STUDY 01
SCROLL STUDY 02
SCROLL STUDY 03
CLICK STUDY 02
SCROLL STUDY 04
CLICK STUDY 03
