From basic motion design to identity in motion.
Is readability more important than expressiveness? Is a hand-drawn or digital animation more intriguing? What if motion were an integral part of a visual identity? Through a learning process based on discovery and experimentation, we sought answers to these questions. Lectures taught us the importance of passion. Hard work taught us the importance of planning. Working in groups taught us that sharing responsibilities is vital and that motion is an essential dimension of the project.
All in good time: passions, paths, professions. Our guests and their stories.
The virtual reality of Lorenzo Fonda: his early successes, from a stop-motion video story of a graffiti writer to the visuals for Jovanotti's concerts. Workroom: their poetic motion graphics work for brand storytelling with Flos and the immersive installation at the Salone for the B&B group.
Illo: the intimate story of its founders, growing from a small Turin agency into an international studio working for Apple and Google. The story of the automated animation service built for Bloomberg. Through talks and by listening to our guests' stories, the growth journey was enriched with deeply human accounts from great professionals.
From logo animation to motion theory, starting from an emotion
In the final exercise, students divided into groups of three tackle a project in all its phases. It starts with choosing a theme, continues with presenting concepts and moodboards in public speaking sessions, and is then progressively refined through rounds of revision and further development. The result is an identity that moves, as increasingly happens today.
How does the iconic magazine designed by Terry Jones in 1980 evolve through motion and digital?
D Magazine: Romano Valerio, DiLenardo Andrea, Farinati Tobia.
How does the famous identity of the Museum of Arts and Design, designed by Pentagram in 2008, translate into motion?
Mad: Citron Nicola, Gatti Tommaso, Marangon Riccardo. Watch the video on YouTube.
What would happen if Lora Lamm and Max Huber could brief young animators today and think about their motion graphics?
La Rinascente: Granzotto Margherita, Alpi Margherita, Landa Raishel. Watch the video on YouTube.
What if behind Maxxi's multifaceted visual identity there were diverse video contributions? How can motion evolve a cultural project?
Maxxi: Maraga Giovanni, Mascia Cecilia, Frassoni Valeria. Watch the video on YouTube.
How can motion help create an information hierarchy and modernize Massimo Vignelli's iconic design for the NYC subway?
MTA NY: Vanzetto Luca, Urnato Giulia, Visentini Irene. Watch the video on YouTube.
Materiality, flour, logo animation. How can motion evolve the communication of a brand like Molino Pasini?
Cecchinato Alice, Uljancic Marina, De Zen Francesco. Watch the video on YouTube.
From graphic sign to meaningful element that, through motion, evokes a timeline: the story that is the subject of the Museo del '900.
M9: Franzin Francesca, Marano Francesco, Cenedese Massimo. Watch the video on YouTube.
How do you communicate "in motion" for a vibrant venue that relies mainly on social media communication? How do you translate illustrations into animation and design a format?
Al Querto: Basei Pietro, Matteazzi Nicole, Morico Alice. Watch the video on YouTube.
How can you respect the historical approach while evolving Studio Camuffo's graphic design for a photography gallery through motion? What rhythm does black and white have?
Tre Oci: Gabriela Moreno Alvaro, Sara Brescacin, Giovanni Boscolo. Watch the video on YouTube.
What if motion could explain the identity of the museum network designed by Metodo Studio? What would happen if a museum's captions became animated?
Musei Civici Treviso: Marcon Tommaso, Nicholas Di Paolo, Alexandre Pugnaghi. Watch the video on YouTube.
workshop information
Video and motion graphics workshop @ IUAV Design
lecturer: Francesco Pia @SV
assistant: Ivo Arzenton
students: Margherita Alpi, Pietro Basei, Gioele Bellemo, Matteo Benvegnù, Giovanni Boscolo, Sara Brescacin, Alice Cecchinato, Massimo Cenedese, Anna Censi, Nicola Citron, Matteo Copiz, Simone De Marchi, Luca De Rosa, Tiziano De Simoi, Francesco De Zen, Andrea Di Lenardo, Nicholas Di Paolo, Tobia Farinati, Francesca Franzin, Valeria Frassoni, Tommaso Gatti, Riccardo Gazzoli, Margherita Granzotto, Kejsi Kastrati, Raishel Landa, Yiyao Li, Francesca Lorenzi, Aleksandra Maksimovic, Maria Angela Mancini, Giovanni Maraga, Riccardo Marangon, Francesco Marano, Tommaso Marcon, Cecilia Mascia, Nicole Matteazzi, Alice Morico, Gabriela Paulette Moreno Alvaro, Davide Pegorari, Alexandre Pugnaghi, Julia Radonjic, Alena Rodionova, Valerio Romano, Emanuel Simionato, Oliwia Barbara Spiralska, Luisa Trinca, Marina Uljancic, Giulia Urnato, Luca Vanzetto, Irene Visentini, Chongreng Wang, Paola Zaia, Francesco Zangrandi.
number of classes: 12
AY 21/22
course guests: Lorenzo Fonda, Workroom, Illo.
