Brand in Motion: Illy

For this project, I chose a brand logo — Illy, an Italian coffee company — and used motion to express the brand. This was a really fun project for me not only because I love coffee, but also because I was able to experiment with organic shapes and movement.

The letters in the Illy brand are uniquely, artistically crafted, and the brand’s colors are equally as distinct. After conducting more research on the brand and exploring various concepts through storyboards on paper, I decided to pursue an organic style of motion to match the nature of the logo’s letters. I also wanted to express the quality and nature of Illy’s production process in the way the letters appear on the screen, so I crafted a more abstracted version of a coffee bean producing coffee, and that influenced the motion, composition, and timing for much of the motion graphic. Additionally, I wanted to smoothly add elements of excitement and boldness that I associate with Illy, so I used color and repeater effects to liven up the motion graphic more.