Type animation in media

Its essential in standing out and marketing yourself successfully. One of the many facets of branding is its flexibility across an array of mediums. A small part of this is Animated typography, this isn’t anything new but it’s !BIGGER! than ever and where there is a digital screen there is animation. How do you grab attention and make your brand and message stand out on a page? It’s simple, you animate it.

Only designers might look at animated typography and pay any attention to its purpose or the effect it has on us as voyeurs. But even the blissfully unaware all secretly love animated typography (and typography in general). Just take Stranger Things for example. The TV show would not be nearly as cool if it wasn’t for that iconic opening scene that shows the title slowly being built letter by letter as the camera slowly pans out with a throbbing synths to back it up. It’s beautifully simple and became instantly recognisable globally with it now being printed on every conceivable bit of merchandise available. We have been programmed over the many years of advertisement from the clever brains in agencies to associate different typography to different feelings and emotions. Animating this typography with subtle effects can add a whole new dimension to the brand.

Only designers might look at animated typography and pay any attention to its purpose or the effect it has on us as voyeurs. But even the blissfully unaware all secretly love animated typography (and typography in general). Just take Stranger Things for example. The TV show would not be nearly as cool if it wasn’t for that iconic opening scene that shows the title slowly being built letter by letter as the camera slowly pans out with a throbbing synths to back it up. It’s beautifully simple and became instantly recognisable globally with it now being printed on every conceivable bit of merchandise available. We have been programmed over the many years of advertisement from the clever brains in agencies to associate different typography to different feelings and emotions. Animating this typography with subtle effects can add a whole new dimension to the brand.

Over the years, title sequences for movies/TV shows have tried to create unique titles which themselves are pieces of art and a glimpse into what the TV or movie has to offer. Not all of these of course hero typography but there are some stand out pieces that use animated typography to really enhance your experience. To name a few, Stranger Things, Dexter, Enter the Void (cool visual and audio), Catch Me If You Can, Alien, Killing Eve, Monsters Inc, Star Wars, and Avengers. These all use their typography as either a way to express the meaning of the movie/show or to be vessels to hold content.

One of my favourites is “Enter the Void”. It instantly hits you and gives you a pretty good idea what the tone of the movie is, and within itself is a feast for the eyes and ears. Skip to 1:08 for the best bit.

But let’s take a step back in time, not too long ago, but before Adobe After Effects and where the magical world of practical effects was a cinematographer’s best friend. I was watching James Bond from Russia with Love and as all James Bond movies, they have the amazing title sequences 10/15 minutes into the movie. But this one really struck me, put aside the lure and crude out of date shots of half-naked women of the 60’s and focus on the genius of how they used projectors on the models to showcase the names of the cast members.

Today we could use warp tools to create this effect but it’s so simple yet extremely cool. Even though this isn’t animation, it’s an early example of manipulating typography to emote a feeling and not just to be informative but also to be a piece of the art in itself, evoking feelings and embodying an identity for the movie and the time period it was set. Little fact, the first ever use of kinetic type is considered to be Alfred Hitchcock’s North by Northwest. Opening title designed by the legendary graphic designer Saul Bass. Bass’s inspiration can still be seen today, maybe most notably in the Monster Inc title sequence.

Now let’s come back to modern day and away from the movies and into branding. As of the last decade or so, simple type animation has been on the rise within the brand landscape, with formats such as Instagram and TikTok boosting video/animated posts over static posts via their algorithm giving even more reasons for brands to push animated advertisements. This can be seen across many brands such as Apple, Coca Cola, Burger King, McDonalds, Size, Nike, and brands Zap Creative work with such as Mockingbird and Up & Go. Animation skills, simple or complex, are now sought-after skills when on the lookout for new talent.

Just adding that element of animation allows your content to stand out. Most retail store fronts now have digital screen, most highstreets have digital advertisement boards and even in the big cities, whole walls and city centres are covered with digital screens and fighting for your attention.

So, in conclusion whether you have noticed it or not, animation has become easily accessible and a vital part of the advertisement landscape and something you should be taking full advantage of.