Save for those under NDA, this is a collection of just some of idents I’ve made over the years. For the uninitiated, an ident is just a fancy way of saying an animated logo. These used to be the type of things you’d recognise from 20th Century Fox or Universal Pictures at the start of the film, but over the years these have become something brands themselves have wanted. You’ll even see YouTubers using these to reinforce their personal brand.

The basic mechanic for an ident is to reveal the final logo, with varying levels of intrigue and artistry. It’s important it gets the audience it’s serving, so relating to education with MyProgression was important, so I included classroom stationary and used stopmotion to bring it on before switching to the official logo. A lighter tone was set with the series ident “A beverage with” with drinks pouring and dropping out of frame, spilling their liquid as they fell (Maya/Phoenix FD/Vray). For my original production company I actually bought, filmed and composited a bunch of antique clock parts for the Clockwork Amoeba ident - most people assume it’s 3D. The majority however are a simpler case of animating with the vectors in the clients logo asset and getting this into After Effects. Production time is rarely long winded, it’s the ideas that really count and take the time. This is the type of project that can benefit greatly from a good storyboard, iteration and tiny bit of movie magic.

You start with the end, and you pull away everything in a fashion that has a novel and interesting appeal to the audience, you want this to be an animation they’d find intriguing enough to see repeatedly. I hope you enjoy my idents as much as I did making them.