Motion
Movement is how the brand walks into a room, on a screen or a stage. Ours takes its time and lets the message have the floor.
Principles
Motion helps people follow a message and recognise who it comes from. Keep institutional movement clear, warm and a little playful. FUN can develop its own movement and rhythm on Visual identity.
Purpose
Use movement to guide attention, reveal a connection or make room for what comes next. Decide what someone should notice first, then let the rest support it. Once the message has arrived, give it space to stay still.
Notice first. The headline leads, the rest follows, then everything holds. Connect. Movement joins two things that belong together. Easing
Easing gives movement its feel. Ease out to let an arrival slow gently into place; ease in to let an exit gather pace. Use a related rhythm across pieces so the movement becomes familiar. Choose the pace for the message and the setting.
Ease out. An arrival slows gently into place. Ease in. An exit gathers pace as it leaves. Shape and rhythm
Let the shapes suggest the movement: arcs can rotate, bars can slide and a hook can draw itself on. Carry that logic into reveals and transitions. Let elements move in a clear order rather than asking everything to compete for attention at once.
Follow the form. Each shape moves the way it is drawn, one after another. Carry it through. A bar carries one slide into the next. Loops
A loop can give a waiting screen a gentle rhythm. Make the return to the start feel continuous and include a quiet pause, so the movement has somewhere to rest. Keep practical information still and readable at any point in the loop. Stop decorative movement when it no longer serves the message.
Move, then rest. A pause after every turn, and the loop ends where it began. Keep it readable. The information stays still while the shape turns. Reading and access
Leave enough time to read before changing a message. Keep essential information available without waiting for a reveal and provide a static version for reduced-motion use online. Caption speech in video. Test at the intended size and viewing distance, including when someone joins halfway through. Filmed footage follows Photography.
Time to read. The message holds before the next one arrives. Static version. The same final frame, without the wait.
Logo in motion
An animated logo helps people recognise us. Reuse the same animation so it becomes familiar. These principles protect the institutional logo and its signature within edition logos and event logos. The rest of a FUN mark can follow the edition’s motion language.
- Keep movement controlled with clear transitions and smooth easing.
- Protect the logo’s proportions and colours, and move the wordmark as one unit.
- End on the logo and hold the complete artwork still for long enough to read.
- Leave a quiet pause before the next start when the animation loops.
Incorrect usage
Don’t let motion compete with the message.
Don’t move everything at once. Let one thing lead.
Don’t move at a constant speed. Arrivals should slow into place.
Don’t let a loop jump back to the start.
Don’t keep decorative movement running while people need to read.
Don’t change a message before people have had time to read it.
Don’t use flashing or strobing effects. They can trigger seizures.
Don’t use exaggerated bounce or elastic effects on the institutional logo.
Don’t animate the letters of the wordmark one by one.