Logo motion 
sway
sweɪ/
verb
1.
move or cause to move slowly or rhythmically backwards and forwards or from side to side.
"he swayed slightly on his feet"
synonyms: swing, shake, oscillate, rock, undulate, move from side to side, move to and fro, move back and forth Mere
2.
control or influence (a person or course of action).
"he's easily swayed by other people"
synonymer: influence, affect, bias, persuade, prevail on, bring round, talk round, win over, convert
noun

1. 
a rhythmical movement from side to side.
"the easy sway of her hips"
synonyms: swing, sweep, wave, roll, shake, movement, oscillation, undulation
"the slow, easy sway of her hips"
2.
rule; control.
"the country was under the sway of rival warlords"
synonyms:jurisdiction, rule, government, sovereignty, dominion, control, command, power, authority, ascendancy, domination, mastery 
Inspiration
I studied the movement of a feather, and used it as a inspiration for my logo. I ended up using the elegant and light twisting movements, as you see not only in the air, but also when you look closely to the feather. It bends and twist in a very flexible way, even though it seems so fragile and thin.
Experimenting
Screenshots from the Logo Motion
Logo Motion
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Logo Motion

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Published: