Mimi Defined Logo Animation Development

The Brief: IFA-Berlin

In 2018, Mimi announced partnerships with beyerdymanic (headphones), LOEWE (televisions) + Mimi Defined.


This was to be premiered at the world-famous IFA-Berlin Consumers Electronics Show — one of the oldest industrial exhibitions in Germany. Starting in 1924, it is one of the world's leading consumer electronics and home appliance
trade shows.

The MarCom team requested that the Mimi Defined logo be animated for advertisements at the booth and during the upcoming online promotional campaign.

 

Albert Einstein at IFA-Berlin cc. 1930

Concept Development

In the concept development stage, the design team and I worked through the problem of how to show Mimi Defined, as it is an experiential process. Already an abstract concept, the essence of " Defined " had to be expressed through visual metaphors.

 

Where I Landed…

I developed a concept based on mesmerizing animated gifs that were visual metaphors for what attributes Mimi Defined offers the user:

  • Clarity

  • Definition

  • Detail

  • Focus

  • Personalized

  • Unique

Each attribute would utilize the logo’s dots that make up the Mimi Defined logo, offering brand recognition through repetition.