The Identity is based on on one of the most essential elements in motion design – the easing curves, which are used to control acceleration over time ratio. The identity needed to be structured and simple enough to ensure coherence and consistency and flexible enough to allow for broad range of expression – from very playful for owned content to more subtle when used to present client work.To achieve these attributes the identity revolves on clearly defined grid usage and limited typography styles. This is balanced by a more perky color palette and room for playing around with the symbol shapes.

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