What happens when a brand's identity relies only on its motion?
What happens when a brand's
identity relies only on its motion?
Our first-of-its-kind survey quantified how well brands are recognized by their movements.
(Overview)
We tested it with 1,300+ people across creative, design, strategy, marketing, and production roles to see if they could identify these brands.
We tested it with 1,300+ people across creative, design, strategy, marketing, and production roles to see if they could identify these brands.
81%
recognized Disney
instantly from
the motion alone.
14%
could say the
same for Uber.
Our core insight is that
memorable motion identities
are driven by three elements:
(01)
(01)
(01)
(02)
(02)
(02)
(03)
(03)
(03)
Simply incorporating motion is not enough.
Simply incorporating motion is not enough.
86.9%
of respondents rated
motion as highly important
for brand distinction.
(Core Insight)
So what makes a motion
identity memorable?
Our data shows
distinctiveness is
the foundation.
Our data shows
distinctiveness is
the foundation.
In-Depth Results
In-Depth
Results
In-Depth Results
(Analysis)
(Analysis)
Uber
4th
The visibility challenge
Uber has just 14.5% recognition without strong, brand-specific cues. It’s most frequently confused with Netflix (53 times) and HBO (26 times), suggesting a system that blends into broader industry norms. The motion feels familiar, but lacks the unique signatures needed to make Uber instantly recognizable.
Uber
4th
The visibility challenge
Uber has just 14.5% recognition without strong, brand-specific cues. It’s most frequently confused with Netflix (53 times) and HBO (26 times), suggesting a system that blends into broader industry norms. The motion feels familiar, but lacks the unique signatures needed to make Uber instantly recognizable.
Uber
4th
The visibility challenge
Uber has just 14.5% recognition without strong, brand-specific cues. It’s most frequently confused with Netflix (53 times) and HBO (26 times), suggesting a system that blends into broader industry norms. The motion feels familiar, but lacks the unique signatures needed to make Uber instantly recognizable.
Uber
4th
The visibility challenge
Uber has just 14.5% recognition without strong, brand-specific cues. It’s most frequently confused with Netflix (53 times) and HBO (26 times), suggesting a system that blends into broader industry norms. The motion feels familiar, but lacks the unique signatures needed to make Uber instantly recognizable.
Recognition Rate
14%
Top Incorrect Guesses
Netflix HBO
Recognition Rate
14%
Top Incorrect Guesses
Netflix HBO
Recognition Rate
14%
Top Incorrect Guesses
Netflix HBO
How recognizable is this animation?
How recognizable is this animation?
How recognizable is this animation?
● 14% Very
● 14% Very
● 58% Somewhat
● 58% Somewhat
● 28% Not
● 28% Not
Netflix
3rd
Identity is greater than a singular part
Netflix earns a 57% recognition rate. Guesses suggest that specific design choices, such as the gradient and circular silhouette, influenced responses, even if only in small ways. This highlights an important point: brand recognition is rarely the result of a single element. It is built holistically, across multiple visual and motion pillars.
Netflix
3rd
Identity is greater than a singular part
Netflix earns a 57% recognition rate. Guesses suggest that specific design choices, such as the gradient and circular silhouette, influenced responses, even if only in small ways. This highlights an important point: brand recognition is rarely the result of a single element. It is built holistically, across multiple visual and motion pillars.
Netflix
3rd
Identity is greater than a singular part
Netflix earns a 57% recognition rate. Guesses suggest that specific design choices, such as the gradient and circular silhouette, influenced responses, even if only in small ways. This highlights an important point: brand recognition is rarely the result of a single element. It is built holistically, across multiple visual and motion pillars.
Netflix
3rd
Identity is greater than a singular part
Netflix earns a 57% recognition rate. Guesses suggest that specific design choices, such as the gradient and circular silhouette, influenced responses, even if only in small ways. This highlights an important point: brand recognition is rarely the result of a single element. It is built holistically, across multiple visual and motion pillars.
Recognition Rate
57%
Top Incorrect Guesses
Apple Microsoft Looney Tunes Spotify
Recognition Rate
57%
Top Incorrect Guesses
Apple Microsoft Looney Tunes Spotify
Recognition Rate
57%
Top Incorrect Guesses
Apple Microsoft Looney Tunes Spotify
How recognizable is this animation?
How recognizable is this animation?
How recognizable is this animation?
● 55% Very
● 55% Very
● 28% Somewhat
● 28% Somewhat
● 17% Not
● 17% Not
IBM
2nd
Standing apart in a familiar space
IBM scores 59.4% recognition, driven by a classic 'enterprise tech' motion language. While fitting, it often blurs with peers, building recognition for the category more than the brand. The takeaway? Time and consistency help build recognition, but don’t guarantee it. Distinction is essential to fully shape a motion identity.
IBM
2nd
Standing apart in a familiar space
IBM scores 59.4% recognition, driven by a classic 'enterprise tech' motion language. While fitting, it often blurs with peers, building recognition for the category more than the brand. The takeaway? Time and consistency help build recognition, but don’t guarantee it. Distinction is essential to fully shape a motion identity.
IBM
2nd
Standing apart in a familiar space
IBM scores 59.4% recognition, driven by a classic 'enterprise tech' motion language. While fitting, it often blurs with peers, building recognition for the category more than the brand. The takeaway? Time and consistency help build recognition, but don’t guarantee it. Distinction is essential to fully shape a motion identity.
IBM
2nd
Standing apart in a familiar space
IBM scores 59.4% recognition, driven by a classic 'enterprise tech' motion language. While fitting, it often blurs with peers, building recognition for the category more than the brand. The takeaway? Time and consistency help build recognition, but don’t guarantee it. Distinction is essential to fully shape a motion identity.
Recognition Rate
59%
Top Incorrect Guesses
Dropbox AT&T Intel
Recognition Rate
59%
Top Incorrect Guesses
Dropbox AT&T Intel
Recognition Rate
59%
Top Incorrect Guesses
Dropbox AT&T Intel
How recognizable is this animation?
How recognizable is this animation?
How recognizable is this animation?
● 57% Very
● 57% Very
● 27% Somewhat
● 27% Somewhat
● 16% Not
● 16% Not
Disney
1st
The power of iconicity
Disney leads with 81.6% recognition. The brand uses its iconic assets, the castle and arc to tell a clear story of magic and journey. These aren’t just shapes; they’re narrative cues that show up across Disney’s parks, films, and products. Disney escapes the category trap by pairing consistency with true distinctiveness.
Disney
1st
The power of iconicity
Disney leads with 81.6% recognition. The brand uses its iconic assets, the castle and arc to tell a clear story of magic and journey. These aren’t just shapes; they’re narrative cues that show up across Disney’s parks, films, and products. Disney escapes the category trap by pairing consistency with true distinctiveness.
Disney
1st
The power of iconicity
Disney leads with 81.6% recognition. The brand uses its iconic assets, the castle and arc to tell a clear story of magic and journey. These aren’t just shapes; they’re narrative cues that show up across Disney’s parks, films, and products. Disney escapes the category trap by pairing consistency with true distinctiveness.
Disney
1st
The power of iconicity
Disney leads with 81.6% recognition. The brand uses its iconic assets, the castle and arc to tell a clear story of magic and journey. These aren’t just shapes; they’re narrative cues that show up across Disney’s parks, films, and products. Disney escapes the category trap by pairing consistency with true distinctiveness.
Recognition Rate
81%
Recognition Rate
81%
Recognition Rate
81%
How recognizable is this animation?
How recognizable is this animation?
How recognizable is this animation?
● 74% Very
● 74% Very
● 10% Somewhat
● 10% Somewhat
● 16% Not
● 16% Not
Why Disney Dominated
Why Disney Dominated
Three pillars—distinctiveness, consistency, and time. Disney shows what's possible when building a lasting motion identity.
Insights
01
Distinctiveness: The Foundation
Disney's logo doesn't just animate, it tells a story using the brand's unique assets (the castle, the arc, twinkling trail of light). Unlike IBM's geometric patterns or Netflix's abstract swooshes, Disney uses uniquely recognizable elements you see across their parks, movies, and products. These aren't just generic shapes — they're iconic, story-telling assets that are unmistakably Disney.
01
Distinctiveness: The Foundation
Disney's logo doesn't just animate, it tells a story using the brand's unique assets (the castle, the arc, twinkling trail of light). Unlike IBM's geometric patterns or Netflix's abstract swooshes, Disney uses uniquely recognizable elements you see across their parks, movies, and products. These aren't just generic shapes — they're iconic, story-telling assets that are unmistakably Disney.
01
Distinctiveness: The Foundation
Disney's logo doesn't just animate, it tells a story using the brand's unique assets (the castle, the arc, twinkling trail of light). Unlike IBM's geometric patterns or Netflix's abstract swooshes, Disney uses uniquely recognizable elements you see across their parks, movies, and products. These aren't just generic shapes — they're iconic, story-telling assets that are unmistakably Disney.
01
Distinctiveness: The Foundation
Disney's logo doesn't just animate, it tells a story using the brand's unique assets (the castle, the arc, twinkling trail of light). Unlike IBM's geometric patterns or Netflix's abstract swooshes, Disney uses uniquely recognizable elements you see across their parks, movies, and products. These aren't just generic shapes — they're iconic, story-telling assets that are unmistakably Disney.
02
Consistency: The Reinforcement
The castle and arc animation appears consistently across all channels—from movie intros and Disney+ to theme parks, packaging, and apps. While the execution varies (from detailed 3D to simple graphic versions), the core motion remains instantly familiar. That’s what makes it work: foundational elements that adapt without losing their identity. It creates a connected experience, wherever you encounter the brand.
02
Consistency: The Reinforcement
The castle and arc animation appears consistently across all channels—from movie intros and Disney+ to theme parks, packaging, and apps. While the execution varies (from detailed 3D to simple graphic versions), the core motion remains instantly familiar. That’s what makes it work: foundational elements that adapt without losing their identity. It creates a connected experience, wherever you encounter the brand.
02
Consistency: The Reinforcement
The castle and arc animation appears consistently across all channels—from movie intros and Disney+ to theme parks, packaging, and apps. While the execution varies (from detailed 3D to simple graphic versions), the core motion remains instantly familiar. That’s what makes it work: foundational elements that adapt without losing their identity. It creates a connected experience, wherever you encounter the brand.
02
Consistency: The Reinforcement
The castle and arc animation appears consistently across all channels—from movie intros and Disney+ to theme parks, packaging, and apps. While the execution varies (from detailed 3D to simple graphic versions), the core motion remains instantly familiar. That’s what makes it work: foundational elements that adapt without losing their identity. It creates a connected experience, wherever you encounter the brand.
03
Time: The Multiplier
Disney's distinctive elements have remained consistent long enough to become part of collective memory, boosting recognition across generations.
03
Time: The Multiplier
Disney's distinctive elements have remained consistent long enough to become part of collective memory, boosting recognition across generations.
03
Time: The Multiplier
Disney's distinctive elements have remained consistent long enough to become part of collective memory, boosting recognition across generations.
03
Time: The Multiplier
Disney's distinctive elements have remained consistent long enough to become part of collective memory, boosting recognition across generations.
These foundational elements, consistently applied over decades, make Disney’s motion instantly recognizable.
Audience
Audience
(1301 total respondents)
(1301 total respondents)
Motion Designer
(373)
Overall
69%
Disney
83%
IBM
75%
Netflix
65%
Uber
16%
Motion Designer
(373)
Overall
69%
Disney
83%
IBM
75%
Netflix
65%
Uber
16%
Motion Designer
(373)
Overall
69%
Disney
83%
IBM
75%
Netflix
65%
Uber
16%
Graphic Designer
(271)
Overall
49%
Disney
81%
IBM
48%
Netflix
54%
Uber
11%
Graphic Designer
(271)
Overall
49%
Disney
81%
IBM
48%
Netflix
54%
Uber
11%
Graphic Designer
(271)
Overall
49%
Disney
81%
IBM
48%
Netflix
54%
Uber
11%
Brand Designer
(194)
Overall
54%
Disney
82%
IBM
59%
Netflix
63%
Uber
19%
Brand Designer
(194)
Overall
54%
Disney
82%
IBM
59%
Netflix
63%
Uber
19%
Brand Designer
(194)
Overall
54%
Disney
82%
IBM
59%
Netflix
63%
Uber
19%
Creative Director
(174)
Overall
55%
Disney
80%
IBM
67%
Netflix
55%
Uber
19%
Creative Director
(174)
Overall
55%
Disney
80%
IBM
67%
Netflix
55%
Uber
19%
Creative Director
(174)
Overall
55%
Disney
80%
IBM
67%
Netflix
55%
Uber
19%
Art Director
(67)
Overall
54%
Disney
91%
IBM
58%
Netflix
58%
Uber
7%
Art Director
(67)
Overall
54%
Disney
91%
IBM
58%
Netflix
58%
Uber
7%
Art Director
(67)
Overall
54%
Disney
91%
IBM
58%
Netflix
58%
Uber
7%
Student
(50)
Overall
37%
Disney
78%
IBM
28%
Netflix
38%
Uber
6%
Student
(50)
Overall
37%
Disney
78%
IBM
28%
Netflix
38%
Uber
6%
Student
(50)
Overall
37%
Disney
78%
IBM
28%
Netflix
38%
Uber
6%
Strategist
(33)
Overall
45%
Disney
82%
IBM
42%
Netflix
55%
Uber
3%
Strategist
(33)
Overall
45%
Disney
82%
IBM
42%
Netflix
55%
Uber
3%
Strategist
(33)
Overall
45%
Disney
82%
IBM
42%
Netflix
55%
Uber
3%
Founder/Owner
(22)
Overall
52%
Disney
59%
IBM
64%
Netflix
59%
Uber
27%
Founder/Owner
(22)
Overall
52%
Disney
59%
IBM
64%
Netflix
59%
Uber
27%
Founder/Owner
(22)
Overall
52%
Disney
59%
IBM
64%
Netflix
59%
Uber
27%
Marketing Manager
(17)
Overall
28%
Disney
53%
IBM
24%
Netflix
29%
Uber
6%
Marketing Manager
(17)
Overall
28%
Disney
53%
IBM
24%
Netflix
29%
Uber
6%
Marketing Manager
(17)
Overall
28%
Disney
53%
IBM
24%
Netflix
29%
Uber
6%
Copywriter
(5)
Overall
35%
Disney
80%
IBM
20%
Netflix
40%
Uber
0%
Copywriter
(5)
Overall
35%
Disney
80%
IBM
20%
Netflix
40%
Uber
0%
Copywriter
(5)
Overall
35%
Disney
80%
IBM
20%
Netflix
40%
Uber
0%
Producer
(5)
Overall
45%
Disney
80%
IBM
60%
Netflix
40%
Uber
%
Producer
(5)
Overall
45%
Disney
80%
IBM
60%
Netflix
40%
Uber
%
Producer
(5)
Overall
45%
Disney
80%
IBM
60%
Netflix
40%
Uber
%
Strategy-Execution Disconnect
Marketing Managers showed the lowest overall recognition rate (27.9%) despite rating motion importance highly (8.45/10) — a 32.1% gap from Motion Designers. It highlights a disconnect between strategic understanding and visual literacy.
Strategy-Execution Disconnect
Marketing Managers showed the lowest overall recognition rate (27.9%) despite rating motion importance highly (8.45/10) — a 32.1% gap from Motion Designers. It highlights a disconnect between strategic understanding and visual literacy.
Expertise-Recognition Connection
Motion Designers had the highest recognition rates across all brands (IBM: 74.5%, Disney: 83.1%, Netflix: 66.5%, Uber: 15.8%), averaging 60.0%—well above the all-respondent average of 52.7%.
Expertise-Recognition Connection
Motion Designers had the highest recognition rates across all brands (IBM: 74.5%, Disney: 83.1%, Netflix: 66.5%, Uber: 15.8%), averaging 60.0%—well above the all-respondent average of 52.7%.
Disclaimers*
Disclaimers*
Disclaimers*
The Sound Factor
Since this was a visuals-only test, we didn’t include sound. But think about Netflix’s “Ta-dum” or Intel’s chimes. Audio is a huge part of how motion is experienced and remembered. What we’ve analyzed is just one part of a much larger system.
Context & Frequency
Recognition depends on when, where, and how often people see a motion identity. Our survey captured a single moment—but real-world recall is shaped by context. These moments shape memory in ways this test couldn’t fully reflect.
Animation Style
We measured recognition, not why certain styles stick. Disney’s motion tells a story, while tech brands often use abstract lines and shapes. Does storytelling improve recall? Is simplicity more memorable? Style influences recognition in ways we didn’t quantify.
Legacy
Longevity matters. Disney’s decades of consistency have made its motion identity part of cultural memory. Newer or frequently evolving systems face a steeper climb. Recognition takes time—and consistency compounds it.
Beyond the Numbers
We focused on recognition rates, but survey comments revealed the why behind the guesses. There’s more to explore in the qualitative layer—especially when it comes to what makes motion feel memorable or distinct.