Behind the Door: 3D Identity Design for Cal Guns Foundation
Welcome to our Behind the Door series of blog posts. This series will give some insight into the inner-workings of the Speakeasy Agency.
We love motion graphic design. It's one of our specialties in video production. 3D animation is something you will see quite a bit of on the Speakeasy Blog in the future.
A few months ago we were contacted by the Calguns Foundation in Sacramento, CA for some assistance building an identity piece for their web video content. They needed a branding piece that would lead into their short web videos that they create on a regular basis. We new this had to be impactful and as they requested "really cool looking".
After some discussion we suggested that we build their logo in 3D and make it look like a large structure that is being revealed. After some hard work, this is what we came up with:
The client is really happy with the result. We are too.
This is a perfect example of great creative telling a bigger story. After some work identifying the brand archetype that best represents the Calguns Foundation (they are a hero / defender), it was easier to make creative decisions that would not only deliver an identity, but help to build their brand. From the lighting, to the music and sound design choices, everything is intentional and supports their brand story.
Building the Logo in 3D
The images below showcase a few steps in the process of taking an existing logo from the client and building a 3D animated piece. A great thing to consider when having a logo designed is if the designer can build it out for use in other mediums (like being converted to 3D). A lot of designers only work in print, and this creates a lot of work when it needs to be translated into 3D.
The steps it took to get this logo from Adobe Illustrator into Adobe After Effects in a 3D friendly format were extensive. The graphic design team at Speakeasy Agency is accustomed to working in multiple mediums, which is great for our clients that have us build logos because they are highly compatible. In this case, the logo needed some work, luckily we've got the skills it takes!