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.

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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.

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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.

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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.