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Instagram collaborated with studio DUMBAR/DEPT to create a motion system. A move was needed to create a unique rhythm for Instagram while maintaining the existing brand identity and Colophon's custom font, which was redesigned by 2×4, which was an unconventional rebrand about two years ago.
DUMBAR/DEPT aimed to be a motion system that would inspire the creator community. It started with the way Instagram users interact with stories or apps created with the creator tool. And to set the rules, we defined the physics, the fundamental principles of movement.
Appropriate for the identity of the service, where user-generated content is the main character, the interesting imperfections of people are expressed. Place various visual elements with a twist in a geometrically organized grid layout. Elements appear on screen in non-obvious ways and move as if they actually have weight. The gradation changes that make you feel like you are seeing real lighting on a dark night, the layers that look like picture frames hanging in the air, and the typography that moves freely make you feel like you are touching real paper with your hands.
The scrolling and swiping of smartphones, which expressed space and movement on a flat surface, were expanded to express the depth of space. A sense of space was expressed by applying a natural camera perspective as if shooting using a smartphone. In addition, the timing of each element's movement is subtly different, creating a strong sense of space-time gap.
DUMBAR/DEPT also created widely applicable guidelines, templates, and toolkits that can be used for products and marketing while maintaining the existing brand identity.
As technology advances, we often see various efforts to give intangible brands a unique identity. The brand that used to be like a sculpture that stood still and waited for someone to look at it now feels like a living being that moves and talks to us. As AI technology develops further, the human nature of brands is likely to be further strengthened in the future.
Every Tuesday morning, a designer with 16 years of experience curated Collect design trends.
