After I designed the Logo and determined the colors for the identity of Studio Ruba, I was also in charge of the art direction and concept development & design of the Ident. The word Rubato, where the name Studio Ruba comes from, refers to the expressive and free handling of tempo. I wanted to show the part of the letters dancing op and down like the keys of a piano to music. The viewer is first not aware of the name as the angle changes – perspective is changing. I created a 3d model of the logo in Sketchup, created a concept, proposed the motion design with a video and then the execution was performed by Planet X. Sound design by Jac van Exter.

Below you find three images from my 3d Sketchup file. This way I could present my ideas clearly to my client and the executor of the 3d animation.

Below you find some screengrabs of the actual Ident.