Expedia Group has unveiled a new motion identity to mark its 30th anniversary. It was created by Expedia Group's in-house design team and motion designer Jamie Quantrill. This project expands the existing revamped brand identity into a system of motion that can be used on digital screens, advertisements, and event graphics.
The core concept of Motion Identity is 'Global Emergence.' The principle is derived from the way the horizon and the Earth move around the sun. Graphics and text slowly rise from the bottom of the screen, move, and appear within the field of view. Through movement, it expresses the sensation of waiting for a journey and the moment a new destination emerges from beyond the horizon.
Gradients are categorized into three actions: 'Rise & Set', 'Ambient', and 'Transition'. These are methods where colors rise or fall, move subtly within the background, or connect scenes. They are structured as rules that can be repeated across various content, not limited solely to logo animations.
This system is applied to various Expedia Group touchpoints, including screensavers, digital advertisements, social content, and conference graphics. Motion guidelines have also been created to ensure consistent movement is maintained regardless of the size and playback duration of each medium.
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