Logo Animation: Previz

My planned project (subject to big changes!) involves a logo I designed a few years ago for a theatrical scenery fabrication company. I am going to focus on the theatrical side of that in the animation, with scenic elements swinging into the logo. It was hard to find exact examples of what I am hoping for, but the FedEx logo animation involves many elements moving into and out of the frame, which is something I am planning for, though less "zippy." I also enjoy the bit of squash that happens near the end of the animation, and mine will have a similar sudden stop with a bounce back. Moving elements in and out of frame is simple, and I imagine the bounce back can be achieved with overshooting and potentially the principle of squash and stretch.

I also am planning on spotlighting certain areas of the animation, and a great example of lighting in that capacity is Pixar! Although Pixar's lamp and my light effect will act differently, as mine will be out of frame and Pixar's is in the scene, both share the aspect of highlighting only certain areas/objects. I have been researching lighting in After Effects for this project, and I am excited to play around with different effects to get the desired outcome.

Outside elements, or elements within the scene, will be influencing both the words and objects within my logo. A good example of that is in the intro to the movie Rat Race. The caricature style actors interact with the wording in this gif humorously. Though my animation will lack visible people, ropes will exist in a similar fashion, controlling some elements in the scene. I am definitely going to have to experiment with effects within After Effects to get what I am hoping for. Using expressions might work well for the rope, but I will have to try out a bunch and see what looks the best!

Bonus! It's pretty important to me that my animation is very connected to the product I am promoting. One logo I found that I feel executes this is a Nickelodeon animated logo. The letters bounce and slide, as if playing, which I feel connects strongly to the fact that Nickelodeon is marketed to children. The letters seem to represent the playfulness of kids in this animation.