ELB Learning Logo Animation

/ The brief

The ask was open: animate the logo. ELB Learning's mark is an infinity-loop icon drawn from one continuous stroke, no direction beyond that. The concept, how it draws in, how the wordmark follows, was mine to figure out.

/ Approach

The icon is built from stacked path layers with staggered Start/End trims, so it reads as hand-drawn rather than mechanically unmasked. The bigger piece: a reusable elastic expression that reads keyframe velocity and layers a decaying sine wave on top, controlled by three sliders (amplitude, frequency, decay), so any animated property gets physically-plausible spring bounce without hand-keying overshoot on every layer.

"LEARNING" then builds in letter by letter below the icon, staggered a few frames apart so it reads as typed rather than faded in as a block.

/ OUTCOME

A brand intro that feels intentional rather than stock, used as the opening beat across ELB Learning's video library. The elastic expression system carried into later motion work.