Back Market: Motion Identity

Brand expression requires pairing values with identity.

When Back Market approached Studio Herrström to develop a new look and feel to match their values and personality, this meant redefining their visual principles across typography, colors, illustrations, patterns, and more.

But there was a crucial aspect that also needed to be redefined: motion identity principles.

With the amount of daily brand communication, it needed to feel as effortless as purchasing refurbished tech—a click of a button.

Inspired by circular tech, a sweeping revolving motion is at the core of the motion identity, lending heightened meaning to messaging, imagery, and beyond. Ensuring values are brought to life creates consistency in the connection while defining unique behaviors for every touchpoint.

Instantly recognizable

The way a brand moves is critical to its ownership and expression. There is often only a split second to differentiate, and motion is a primary brand cue that brings this to life.

For Back Market, that meant adding a new dimension to communicate what the company stands for — expressing its personality through motion in its daily communication. A system of animated patterns, typography and other key brand elements gives Back Market a distinctive foundation for building consistent, compelling brand experiences in today’s attention economy.

Context Defines Behaviors

Defining the way a brand behaves must be relevant to its medium and audience. Different contexts evoke different emotions. Considering the environment, needs, and expectations helps determine how motion should interact.

For Back Market, this understanding drove how they express their personality and principles. Functional and dynamic animated versions of key brand elements mean the team can pull different levers in different contexts — putting more of the focus on messaging, brand, or product images as needed.