Why brand identities need to move us

A brand without motion is like a person frozen in place, technically present, but lacking the vitality that makes real connection possible. Motion brings a brand to life. It makes it feel human. And that humanity is what unlocks emotion, that lasting connection that brings brands closer to the people they serve.

This isn’t about replacing traditional identity elements. It’s about deepening them. Motion adds a sensory layer to identity, one that taps into rhythm, energy and personality. It enriches how a brand is perceived, remembered, and felt.

The question of whether motion belongs in a brand identity is already behind us.
Today, we’re asking a better one:

‘How can motion be embedded into the heart of a brand’s identity to make it not just seen, but felt and remembered?’

And it couldn’t be more timely. We live in a world made for movement.

A moving world needs moving brands

Screens are everywhere. At home. At work. In our pockets. On the street. In shops, at festivals, on buses, subways, trams, even on our glasses. Digital surfaces have become the main interface between people and brands. And they’re made for motion.

Static identities, once built for print and signage, now exist in dynamic environments. And in these environments, it’s the brands that move, with intention, with personality, with consistency that make a lasting impression.

Motion is a brand’s ‘body language’

Humans are never still. We express ourselves through gestures, posture, and rhythm. Our movement gives away how we feel — nervous, confident, relaxed, shy, uncertain. It reveals who we are, even when we’re not speaking.

And it’s what makes us recognizable. Think of that one person you can spot from across the room just by the way they walk. That’s the power of unique movement. It becomes part of our identity.

Brands are no different. When a brand moves with intention, with a rhythm that feels true to its character, it feels alive. It feels human. And human brands are easier to connect with.

Motion deepens emotional association

People now expect brands to behave more like people: responsive, expressive, interactive. The traditional brand elements — logo, colour, typography, tone — still matter. But they no longer work alone.

Motion enriches static components. It creates a new layer of recognition, one you feel in your body, not just your eyes.

Importantly, motion isn’t just aesthetic. Done right, it expresses values. Personality. Attitude. It communicates on a deeper level and that’s where our ability to recall and remember brands lives.

Strong brand systems are built to move from day one

The most effective brand motion isn’t added later, it’s designed in from the beginning. When motion is integrated into the identity from the start, it becomes part of the system, not just an accessory. A true expression of the brand’s DNA.

If you’re designing motion as part of your brand’s foundation, consider these principles:

• Start with strategy, not just animation. Motion should reflect your brand’s values and character, not just add polish.
• Establish clear motion principles. With the right foundations, your motion language can scale across channels and formats.
• Think in touchpoints. Motion should work everywhere your brand shows up, from product UI to campaigns to onboarding flows.

Motion makes us feel something

Digital environments will only become more immersive. And as they do, the need for motion (expressive, strategic, emotionally intelligent motion) will only grow.

But in the end, this isn’t just about motion on a screen. It’s about motion that moves us, the kind that deepens meaning, invites connection, and gives brands a more human pulse.

Written by Ville Lappeteläinen, Motion Graphic Designer at Ahooy and passionate builder of brand movement systems that connect.