Motion design is everywhere. From how a logo animates to how an app smoothly transitions between screens, movement has become an essential part of brand identity. But while motion is widely used, it’s still often treated as an afterthought—something that’s nice to have, rather than a strategic design tool.
Recently, I came across two articles that reinforced just how crucial motion design has become:
- Koto’s “Reel Talk”, which highlights how motion isn’t just decoration—it’s an integral part of how a brand expresses itself.
- It’s Nice That’s “Morphing & the Next Era of Graphic Design”, which explores how seamless transitions and fluidity are shaping the next wave of motion design.
Both articles point to the same reality: brands today are expected to move.
From Static to Dynamic Branding
A brand used to be defined by its logo, typography, and color palette. But in today’s digital world, that’s no longer enough. Every interaction, from website navigation to social media content, contributes to how a brand feels. And movement plays a crucial role in shaping that perception.
As Koto puts it, motion should be treated as part of a brand’s identity system, just like typography or color. A well-crafted motion system can:
Set the tone – Playful bounces or smooth, elegant fades? Motion can communicate brand personality just as much as a typeface choice.
Guide the user – Motion directs attention, making digital experiences feel intuitive and engaging.
Create recognition – Just like a distinctive logo, a signature animation style can make a brand instantly recognizable.
Think about brands like Spotify or Airbnb—their motion language is consistent across apps, ads, and websites. You don’t just see their brand—you feel it.
The Rise of Fluidity in Motion Design
A major trend shaping motion design today is fluidity. As It’s Nice That discusses, morphing transitions and seamless motion have become defining features of contemporary brand design.
This makes sense: we live in an era where digital interfaces need to be flexible, adaptable, and responsive. Users expect smooth, continuous experiences rather than abrupt jumps between states. And brands that embrace this kind of movement feel more modern and engaging.
From an artistic perspective, this trend also aligns with the growing influence of organic, nature-inspired movement in design. Instead of rigid, mechanical animations, we’re seeing more fluid, almost living motion—something that makes brand experiences feel more human.
How to Convince Stakeholders That Motion Matters
Despite the growing importance of motion, one of the biggest challenges designers face is convincing stakeholders that it’s worth investing in.
A common hesitation I’ve encountered is:
“Do we really need motion? Can’t we just keep it simple?”
My approach? Show, don’t tell.
A simple tip: Whenever I need to demonstrate the value of motion, I create an A/B comparison. A static layout next to a motion-enhanced version. Seeing how movement brings clarity, emotion, and energy to a design is often the moment when stakeholders get it. Motion isn’t just about making things look cool—it’s about guiding users, reinforcing branding, and making digital experiences more intuitive.
Motion design is no longer an optional layer—it’s a fundamental part of modern branding. As digital experiences continue to evolve, brands that embrace motion will stand out, engage users more effectively, and create deeper emotional connections.
