Animoto

The Ani­mo­to team iden­ti­fied their brand attrib­ut­es as Empow­er­ing, Effort­less, and Dynam­ic. We began by eval­u­at­ing their top com­peti­tors through the lens of their attrib­ut­es to iden­ti­fy oppor­tu­ni­ties for Ani­mo­to to stand out, while align­ing with their strate­gic posi­tion­ing goals. The land­scape was crowd­ed with techy blues, ​“blur­ples,” and tired gra­di­ents. When oth­ers zig, Ani­mo­to zags, mak­ing bold, ener­getic yel­low a nat­ur­al choice for their hero color.

The Ani­mo­to mark brings togeth­er a round­ed play but­ton and a mono­gram ​“A,” merg­ing form and func­tion into a sin­gle, mem­o­rable sym­bol. The play but­ton, an instant­ly rec­og­niz­able icon of video, begins telling Animoto’s sto­ry from the very first glance. Clean and mod­ern, the mark sig­nals both approach­a­bil­i­ty and cre­ative momentum.

For the logo­type, we start­ed with a type­face called Stinger. We cus­tomized it slight­ly to repli­cate the round­ness of the logomark’s out­er edges. It’s empow­er­ing in its weight but also approach­able and fun with its quirki­er characters.

Animoto’s warm col­or palette stands in bold con­trast to the sea of cool-toned com­peti­tors. Even the neu­trals, like gray, are infused with warmth, adding to the brand’s approach­able, ener­getic feel.

Draw­ing inspi­ra­tion from the angles and curves of the Ani­mo­to mark, we devel­oped a flex­i­ble shape lan­guage that can be scaled, cropped, and lay­ered to frame con­tent, cre­ate dynam­ic com­po­si­tions, and sup­port sto­ry­telling moments across mediums.

The hero type­face, Inter, serves as a ver­sa­tile foun­da­tion. Its range of weights allows the Ani­mo­to team to empha­size key words and phras­es, espe­cial­ly in motion and video assets where clar­i­ty and impact mat­ter most.

At its core, the Ani­mo­to brand embraces a ​“show, don’t tell” phi­los­o­phy. With this in mind, we designed styl­ized prod­uct visu­als that are abstract enough to be flex­i­ble, yet detailed enough to com­mu­ni­cate func­tion­al­i­ty — per­fect for use in mar­ket­ing, edu­ca­tion, and storytelling.

Ani­mo­to part­nered with us through our month­ly retain­er to con­tin­ue evolv­ing and apply­ing their new visu­al iden­ti­ty. Togeth­er, we extend­ed the brand across key touch­points, includ­ing home­page design, social assets, addi­tion­al prod­uct visu­al­iza­tions, and slide tem­plates. We also designed a suite of emails across the cus­tomer jour­ney, from onboard­ing flows to bounce email tem­plates and account updates. Every inter­ac­tion mat­ters in a rebrand, and these moments, big and small, help rein­force a con­sis­tent, mem­o­rable brand experience.