Behind the Alibaba Rebrand Film
When a brand changes its identity, it has a few seconds to show people what is new. A look at the launch film for Alibaba's new visual identity.
A rebrand is more than a new logo. The brand has to introduce a fresh face to people who have known the old one for years, and it has to do it in seconds.
Alibaba needed a film that could do exactly that for its new visual identity. At OKO we built it in motion graphics, so the brand's new logo, colours and visual language come across smoothly and stay memorable.
Why motion graphics?
A visual identity is a set of shapes, colours and rules. Motion lets us show those rules and also carry how they feel: how the brand moves, how it changes and what kind of energy it has.
Watch the full film below. The project details are on the Alibaba Rebrand project page.