Brand Motion Guidelines

Author a brand motion system — the document that defines how a brand or product moves, the way mature design systems (Slack, IBM Carbon, Klarna, Material) do it. Output is a fill-in-ready template covering principles, easing/timing tokens, a motion library, logo rules, feedback states, accessibility, and do/don't examples.

When to use

Use when a brand or product needs a documented motion language, when animation feels inconsistent across a team, when defining named easing/duration tokens for designers and engineers, or when adding a reduced-motion/accessibility standard. The output is a structured doc, not code.

Decision tree — scope the system, then pick the token

Two judgments: how big a system does this brand actually need, and which token a given motion should use. Don't build a 7-part system for a landing page; don't ship a one-pager for a multi-team design system.

How many surfaces/teams will use this?
├─ One site / one campaign → lightweight: principles + tokens + a short
│   library. Skip deep logo/state sections unless relevant.
├─ A product (app/web) → full 7-part doc; tokens are mandatory.
└─ A brand across product + marketing + broadcast → full doc PLUS a
    Motion Personality preset (see motion-art-direction) so every medium matches.