How to prepare a logo animation project before hiring

1. Make sure your logo is ready

Animators work from the original artwork, so confirm that you have the logo in vector format with separate colors and, ideally, separate layers for the symbol and the name. If your logo only exists as a small picture, have it redrawn first. If you are about to change the logo, do that before animating, since an animation based on an old design wastes money. Our logo design guide explains which files to request from a designer.

2. Decide where it will be used

List where the animation will appear: at the start or end of videos, on a website, in presentations, on social media or in a live stream. Each place has different needs. A video intro should be short and not repeat tiresomely, while a website animation may loop quietly. Knowing the use helps the animator choose the right length, size and style.

3. Choose a style and feeling

Describe the mood you want: calm, energetic, premium, playful or technical. Share two or three examples of logo animations you like and say what you like about them: the movement, the speed, the effects or the sound. Think about your brand personality, since a law firm and a gaming channel need different motion. Simple, clean movement usually looks more professional than many flashy effects.

4. Share your brand rules

Provide your colors with exact codes, your fonts and any rules about how the logo may appear, such as spacing and minimum size. Mention backgrounds the logo will appear on, including dark and light ones. If you have an existing intro, music or sound style, share it so that the new animation fits with it.

5. Plan sound and music

Decide whether you need sound effects, a short musical sting or silence. If music is included, confirm that it is licensed for commercial use and for the platforms where it will play. Ask for a version with sound and a version without, so that you can use the animation in different videos and edit your own audio when needed.

6. Agree on formats and delivery

List the formats you need: a standard video file, a version with a transparent background for placing over footage, a square or vertical version for social media, and perhaps a looping version for websites. Ask whether the project files are included, how many revisions you get and how long delivery will take.

Questions to ask the motion designer

• Can you show logo animations similar to the style I want?
• Which logo files do you need, and can you adjust my logo if the file is poor?
• How many concepts and revisions are included?
• Which formats and sizes will I receive, including transparent versions?
• Is music or sound included, and is it licensed for commercial use?
• Will I receive the project files?

Budget and timing

Prices depend on complexity: a simple reveal is quick, while a detailed 3D or illustrated sequence takes much longer. Decide how much movement you really need, since a clear short animation often works best. Allow time for one or two rounds of feedback and for exporting the formats you need. Order the extra versions at the same time, since asking for them later usually costs more.

Testing the result

Play the animation on a phone, on a large screen and inside a real video or web page, not only in the preview. Check that the logo is readable at the end, that the timing feels right and that colors match your brand on different screens. Ask a colleague to watch it once and describe what they saw. If they cannot read the name by the time the animation ends, ask the designer to hold the final frame a little longer.

Common mistakes

• Sending a low-quality image instead of a vector logo.
• Making the animation too long for repeated use.
• Forgetting a version with a transparent background.
• Not checking music licenses.