The brief
Limon’s brand is built around one shape: the lemon slice that replaces the O in the wordmark. For the launch of the website, that shape needed to move: something to show while a page loads, and an animated logo for intros and social media.
What we did
The loader builds the slice segment by segment and turns it, then starts again. It is short, loops without a seam and stays recognisable at the size of a button.
The logo animation keeps the letters calm and readable and lets the slice turn in place of the O, so the brand’s signature does the moving. Both use the brand book’s colours, Limon Green, Lemon Yellow and Pith Cream, and run in about seven seconds.
The result
A moving version of the brand for everywhere Limon shows up on screen: the website loader, the logo intro and short clips for social media.