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Memodo Motion Design Guide

Why Motion Design?

Motion Design brings brands to life

Simplifying complex ideas

Animation excels at breaking down complex concepts into easily digestible visuals.

Grabbing attention

Make the videos stand out and attract the viewer’s attention

Boosting engagement

Animation keeps our audience entertained and invested and has the power to evoke emotions.

Building a unique brand identity

Animation should reflect our style and personality and make our content instantly recognizable to our audience

Enhancing professionalism

Animation elevates the video’s quality, giving them a polished, professional look.

Let's do this!

Let's dive deeper into our Memodo Motion Design.

Memodo Motion Design Values

These values inform how we approach motion design in all our projects.

Our easy recognizable and consistent Motion Design is a simple way to elevate information and communicate a feeling in a playful, cartoonish and bold way. Through a clear and confident Motion Design, we emphasize our reliability making complex information approachable.
Our Motion Design Headnote

This is how our Motion Design should look and feel:

Clear

Present complex ideas in ways that are easily understood.

Purposeful

Provide orientation and invite the user to interact.

Playful

Give technical information some heart with a friendly cartoonish look.

Bold

Capture the viewer’s attention and bring the brand to life.

Animation Principles

These Principles of Animation guide us and are observed directly from natural movements in life.

Anticipation

Anticipation is the energy or driving force behind any action. It adds life to your movement. Elements should have a realistic wind-up before large movements to prepare the viewer for the coming action. 

Oscillation & Overshoot

These principles simulate the physics of gravity in real-world movements. Back-and-forth movements should decay over time. Animations should go a little beyond their final position, then settle back into that pose. 

Offset

If multiple elements are animated on screen at once, then they should be offset to create randomness and a natural feel. Each object has its own unique inertia,  avoid stopping them all at the same time. 

Easing

Easing specifies the rate of change of a parameter over time. Instead of moving at a constant speed, objects with easing start slowly, speed up and slow down as they approach their destination. This creates a more natural and realistic flow. 
While we don’t adhere to strict easing values, Memodo’s easing is often a strong ease in and ease out. 

If something bursts out is has a different curve with a fast in and a slow ease out.

Secondary Actions

Emphasize the main action within a scene by adding an extra dimension to your characters and objects. These subtle motions respond to the primary animation and help convey physical properties such as weight, elasticity or inertia. 
See below for more details.

Timing

Timing grounds your animation in realism, as everything will appear to follow the laws of physics. Think about the size and weight of your objects in relation to what and who are around them. Elements should always move quickly and with purpose.

Squash and Stretch

This animation principle exaggerates an object’s shape as it moves, giving it a sense of flexibility and weight. When an object impacts or accelerates, it squashes, and as it rebounds or speeds up, it stretches. This creates a dynamic, cartoon-like effect. 

Arcs

This principle refers to the natural, curved pathway that objects follow when moving due to the influence of gravity and momentum.

On a technical note

Facts to keep in mind

2D

Matching our Memodo design style, only do animation in 2D

25 fps

Use a frame rate of 25 fps for animation projects in 4K/UHD

8 fps

Use a frame rate of 8 fps for GIF animation, used in newsletters or ad placements

Rounded corners

Corresponding to our design basics, always use rounded corners for paths and shapes

Stay bold

Say no to motion blur and opacity fades

Stay on brand

Check out our Memodo Design Guidelines and always keep them in mind when animating

See how we implement the Principles of Animation into our Memodo Motion Design

Memodo Logo

In our Memodo Logo animation all important principles and values come to life.

This is how our Memodo logo pops up in a very playful, cartoonish and bold way, bringing the brand to life. Animation principles like Overshoot, Timing and Squash & Stretch are used to mimick natural movements and make the animation feel more alive. 

The short logo animation can be used in any video format. This is the intro of choice. 

Transitions

See how we design the transitions between different scenes

Colours swipe

The colours swipe is a simple but dynamic transition. It communicates our brand colors without distracting from the message of the video, keeping sure that it only underlines the content, not distracting from it. This transition can be used for every occasion.

Rhombus swipe

The rhombus swipe is a subtle way to blend between two scenes by using the core shape of the brand. This transition suits every video.

Car swipe

The car swipe is the most playful and entertaining way of transitioning between two scenes. It attracts more attention and gives the video a lively twist. It should only be used when it fits the tone of the video, not being too formal and technical. 

Hand swipe

The hand swipe is a playful and engaging transition. It adds a lighthearted and human touch, giving even more technical content a fun and lively twist.

Text animation

This is how animated text should look and feel

Text animation should always be subtle and restrained. The preferred typeface is Quicksand Bold, often paired with a yellow text box to enhance contrast and draw attention where needed.

In most cases, text should move in blocks or lines, flowing naturally with the motion of surrounding elements. It should feel seamless and effortless—never drawing attention to itself. As a general rule: if the audience notices the text animation, it’s probably too much.

For special use cases, we have a predefined text animation preset. This uses After Effects’ built-in text animators to bring letters in individually, rising upward with the scale of each letter increasing to 100%. This style should be used sparingly and ideally in combination with a yellow text box. In this setup, the text animates in from left to right, using the box as a matte to reveal the letters progressively. Find the preset here.

MOGRTs

Motion Graphics Templates

Memodo MOGRTs are designed to be intuitive, flexible, and adaptable for editors and motion designers working in Premiere Pro and After Effects. To achieve this, we use a range of expression controllers (sliders, dropdown menus, and checkboxes) to offer clear, editor-friendly customisation options.

Animations should respond dynamically to content changes. For example, the size of a speech bubble adapts automatically to the text length using expressions like sourceRectAtTime, with built-in padding for visual consistency.

Key adaptability features include:

Colour Control

Switch between defined colour schemes (e.g. Memodo Blue to Memodo Yellow). This is often achieved with if/else expressions.

Visibility toggles

Enable or disable backgrounds or other elements via checkboxes. This is often achieved with if/else expressions on the opacity property.

Flexible timing

Define protected regions at the beginning and end of each MOGRT so editors can adjust duration by dragging in the Premiere timeline (e.g. speech bubbles staying on screen for 4 or 7 seconds).

Media replacement

Allows the editor to switch photos or videos in an animation.

Randomisation

Add natural variation using sliders.

Transition options

Provide controls to either animate out or match-cut to the next element.

For templates with non-obvious functionality, include a short instructional text within the MOGRT itself to guide editors during use.

To see the Memodo MOGRTS in action have a look at this internal how-to video:

Find our MOGRTs library here.

Sound Effects (SFX)

Sound design plays a supporting role in Memodo Motion Design. Our SFX should feel light, natural, and playful — enhancing the motion without overpowering the overall piece.

Use sound selectively

Not every animation needs to be accompanied by a sound effect; focus instead on key moments that benefit from a bit of sonic emphasis.

Keep the mix subtle

SFX should sit comfortably in the background, adding texture and clarity to the motion, never distracting from voice-over, music, or dialogue.

Sync SFX to MOGRTs

Where possible, export SFX to match the in and out points of MOGRTs (e.g. Name-tag in and Name-tag out), making integration smoother for editors.

Ensure sonic consistency

All SFX used within the same piece should feel sonically cohesive. Avoid combining sounds with wildly different acoustic characteristics — for example, a reverb-heavy sound that feels like it was recorded in a car park won’t sit well next to a dry, close-mic’d sound from a small room.

Browse the Memodo sound effects library

Click here 

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