Creative Boom’s insight article by Andrew Vucko explores how motion design has become an essential component of modern brand identity. Drawing on examples from Back Market, Google Cloud, and Canva, Vucko explains how motion transforms static branding into dynamic, expressive systems that connect emotionally with audiences. The piece outlines strategic principles for integrating motion into brand ecosystems and anticipates its growing importance with emerging technologies like AR and spatial computing.
Back Market partnered with Studio Herrström and motion studio Vucko to refresh its brand identity, emphasizing circularity and attitude. The rebrand refines the wordmark, introduces a motion-led system inspired by circular tech, and incorporates Duplet Open type and new illustrations. The result is a flexible, expressive identity that reflects Back Market’s sustainable and innovative ethos.
Studio HerrströmVuckoBack Market In-house Design TeamBack Marketbranding
The Brand Identity features Koto’s rebellious rebrand for Back Market, a marketplace for refurbished tech. The identity embraces imperfection and humor to challenge consumer obsession with new devices, using GT Super Display Super and sticker-based graphics to convey a sense of protest and playfulness.
