I was tasked with building out a system for Amazon brand logos. The goal was to create a simple yet ownable motion treatment for logos that could be used across Amazon's growing portfolio of product and service lines.
The core challenge was defining a motion treatment with consistency top-of-mind, recognizable across product lines while still allowing each logo its own subtle identity. Every animation needed to feel simple yet distinct enough to be ownable. By establishing shared motion elements, but allowing flexibility of timing and direction of movement, I created a system where each logo variant feels like a natural member of the family without feeling like a perfect clone.
