Smile wisely
Amazon Smile is used everywhere in the company, from Web, TV, storefront, and airplane to shipping boxes. Since separating the smile logo from the entire Amazon logo a few years back, tremendous effort has gone into making the smile logo iconic of its own.
The brand team reached out to create a video for the internal brand portal explaining brand standards. Our purpose of the video was to retain clarity, avoid confusion about the smile logo for our customers, and encourage high-velocity decision-making when using it. The video guide will explain some of the dos and don'ts of smile trademarks.
Still frames
Process
Moodboard
Visual metaphors and negative space were essential aspects of engaging storytelling.
Colors
Colors are selected thoughtfully to identify and keep the integrity of branding.
Storyboard
Sketches to create a sense of the exact look and find agreement with the brand team before starting the illustrations.
Motion
The animation was made in a hybrid of Adobe After Effects, Cinema 4D and Adobe Animate. Cinema 4D is used in scenes with more complex movements. The camera used a long focal length to maintain the 2D flat look and then shaded in Octane render with flat color shader materials.
Each scene is then exported to After Effects with added motion and editing.
Adobe animate is used in some transitions where it needs a frame-by-frame animation.
Unused frames
Some frames never made the light of the day and only smiled in our hearts.
Who knows? it might meet another awesome project in the future.
Thanks for watching!
Credit:
Creative Director: David Viau
Lead Designer: Andrew Nam
Storyboard and Illustration: Casey Doherty, Andrew Nam
Motion Designer: Ryan Eastham, Alex Noelke, Casey Doherty, Andrew Nam
