In the last post, I wrote about the static SONY logo, which gives the eye plenty of time to tear it apart visually. When it's animated, it takes on a different life, with music, a voice over and other effects pushing the type back a few steps.
By far the most elegant is the current animated logo, a mere 2 seconds long:
A second, eight seconds long, two of which are in darkness and six of those in silence, the logo appears from the sunrise and ignites with the sound of a single piano key.
The logo for SONY pictures is also nice, though I'm not wild about the parting of the clouds in the beginning. The prism effect with a man's voice whispering "Sony" saves it for me.
The one below has the same visuals, however, at the end, there is no voice, but some additional words appear: Pictures (in the regular, not bold Clarendon) HOME (Bold expanded) ENTERTAINMENT (Bold condensed). A little too much for my taste, but it runs quick.
Here, Clarendon goes from the expanded to the regular in various representations. The animated graphic goes from a three-dimensional metallic sculpture to a flattened piece of typography. An underline animates in different presentations as well.
Throughout it all, the font keeps its strong character while looking gently aloof and modern.
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