ABOUT

MPG was working on redesigning its identity and needed a new logo animation to go with it. Their main inspiration was “cool video game HUDs” and their visual references had influences from classic sci-fi UIs to Leonardo DaVinci’s blueprints.

I tried to play with a much-more-linear-than-usual style, using the main shapes in the logo and the negative space to drive the transitions between different stages: Loading, HUD Formation, Target Location, Acquisition and final Logo Formation.

It was really fun working on this one, where I got to play with a lot of the common elements from user interfaces, but in a higher-paced and unconstrained way. Extra points if you can find the couple of easter eggs hidden in the mayhem.​​​​​​​


Credits:
_Client: MPG (The Multiplayer Group)
_Direction / Design / Animation / Sound Design: Ernex
_Art Direction: Harvey Parker

​​​​​​​2021