Calguns Foundation - 3D Identity Design

I love motion graphic design. I spend countless hours in Adobe After Effects learning and creating. When VideoCopilot came out with Element 3D...I was hooked.

A while ago I was contacted by the Calguns Foundation in Sacramento, CA for some assistance building an identity piece for their web video content. They needed a branding piece that would lead into their short web videos that they create on a regular basis. This had to be impactful and as they requested "really cool looking".

After some discussion I suggested we build their logo in 3D and make it look like a large structure that is being revealed. After some hard work and lots of caffeine, this was the outcome:

The client is really happy with the result...as was I.

This is a perfect example of great creative telling a bigger story. After some work identifying the brand archetype that best represents the Calguns Foundation (they are a hero / defender), it was much easier to make creative decisions that would not only deliver an identity, but help to build their brand. From the lighting, to the music and sound design choices, everything is intentional and supports their brand story.

 

Building the Logo in 3D

The images below showcase a few steps in the process of taking an existing logo from the client and building a 3D animated piece. A great thing to consider when having a logo designed is if the designer can build it out for use in other mediums (like being converted to 3D). A lot of designers only work in print, and this creates a lot of work when it needs to be translated into 3D.

The steps it took to get this logo from Adobe Illustrator into Adobe After Effects in a 3D friendly format were extensive. My experience with Adobe and their cross-product compatibility really comes in handy on projects like this. It took some work to rebuild the logo, but it certainly paid off!

 The original logo as supplied by the client in Adobe Illustrator.

The original logo as supplied by the client in Adobe Illustrator.

 The logo now in After Effects, broken down into 3D friendly components.

The logo now in After Effects, broken down into 3D friendly components.

 Extruding the individual objects and adding surfaces and textures. 

Extruding the individual objects and adding surfaces and textures. 

 Wireframe version of the logo, showing relationships and conflicts between elements.

Wireframe version of the logo, showing relationships and conflicts between elements.

 Composite version of the 3D logo. Ready for animation.

Composite version of the 3D logo. Ready for animation.

 Adding camera moves, lighting, and depth-of-field to give the logo mass and realism.

Adding camera moves, lighting, and depth-of-field to give the logo mass and realism.

 The final logo, as it appears at the end of the video.

The final logo, as it appears at the end of the video.