Motion Identity

Gjensidige wanted to strengthen its brand with a modern and dynamic animated logo identity, while maintaining its established visual expression.




The task we at Join Forces were given was twofold: first, to develop a completely new animated logo identity based on the existing profile and logo, and then to create an animation solution for the graphic symbols that could be used across platforms.
This required a balance between preserving the iconic watchman symbol and creating a universal, timeless animation that could be applied in various formats, from commercials to social media.

We built the solution around the watchman as a bearer of light, with light as a consistent visual element. Inspired by cinematic motion graphics but with a calm Scandinavian look we developed both 2D and 3D versions for flexible use. To ensure seamless transitions across different media, we incorporated a subtle light effect that ties the message back to the logo.

At the core of this connection, the lens flare became a recurring element. It serves as a natural extension of the watchman’s role and adds depth and intensity to the logo animation.

The Dual-Sided Symbo

For the Dual-Sided Symbol, we developed a flexible animation structure that allows symbols to be swapped without changing the core animation. This enables interaction between the watchman and the symbol, allowing for more creative and context-specific use of symbols across various settings.

Result

Result


The result is a flexible, contemporary logo identity that strengthens Gjensidige’s brand across all platforms from film to websites while providing a distinct visual signature.