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Animated Logo · Motion Design
2024
Lumin-ART Productions — Freelance
An animated logo built on a single idea: treat the mark as a lens, and let it refract the company's own productions instead of standing in front of them.
Role
Freelance 3D Artist — Concept, Look Development, Animation & Compositing
Tools
Cinema 4DRedshiftAfter Effects
Overview
Lumin-ART Productions designs lighting for stages and live events. The animation had to open their videos and hold up on their site and social channels, which meant reading in a few seconds and surviving repeated viewing. The direction came out of exchanges with the client: rather than animate a graphic mark, build it from the optics the company works with every day — the stepped rings of a Fresnel lens, the kind found in lighthouses and stage fixtures.
My Contribution
- Shaped the Fresnel-lens direction with the client, then carried the production alone from modeling to final compositing.
- Built the refractive elements — the ringed core, the glass column and the curved panels of the mark — and the lighting that gives them their shape.
- Placed footage of Lumin-ART productions inside the glass, so what the lens refracts is the company's own work.
- Composited the final sequence.
Pipeline
- Concept and reference work with the client
- Modeling of the lens elements and the mark
- Glass shading and lighting
- Integration of production footage into the refractions
- Animation and camera
- Compositing and final grade
Technical Challenges
- Challenge — refractive glass with internal fractures is costly to sample, and the images meant to show inside it had to stay recognizable through that refraction. Pushed for realism, the glass turns to noise; pulled back for clarity, the mark loses the substance that makes it a lens.
- Production response — the balance was found in Redshift's interactive render, moving between shading, lighting and compositing as one adjustment rather than three separate passes.
- Production impact — the mark stays readable while the images held in the glass remain identifiable, which is what the logo is for: showing the work rather than describing it.
Design Intent
Lumin-ART works with light, so the logo was treated as an optical object rather than a graphic one. The Fresnel lens gave the mark its concentric rings and its refractive core, and made the glass a plausible place for the company's own images to appear.
Project Impact
The animation opens Lumin-ART's videos and appears on their site and social channels, carrying images of their own productions inside the mark.