The UOW brand comes to life in motion in dynamic and flexible ways. Each movement is meaningful and considered - almost always moving upward or forward, representing our progressive nature and goal to drive society forward. Our brand in motion is confident through its exciting energy and precise snapping.

This section demonstrates how the motion brand is built, and displays how all elements come together and work in tandem to create a cohesive system.

Our motion brand principles are grounded in the brand system principles and are universal across all channels and applications from TVCs and social media posts, to web banners and campus displays.

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Core motion system

The core of UOW’s motion brand is made up of two systems that inform the style of movement all elements use. These two systems can be used on their own, or combined together across a variety of applications to create visual variation true to University of Wollongong’s unique personality.

Row system

The UOW row system works with 3, 4, & 6 row grids as a guiding spirit for revealing elements and defining composition. The visual language of revealing talks to revealing opportunities and unmasking unknowns.

This system informs revealing type as a rule and technique for the UOW motion brand.

Examples show how this system can work in 3, 4, and 6 row grids and over footage.

Locking to shape

The second core systems talks to broadening horizons, changing perceptions through changing form, and challenging conventional thinking (thinking outside the box, that is always changing).

Hard cuts that are already in motion allow elements to enter and exit with momentum.

This system introduces the dynamic energy of UOW in the way that it is reactive to change in scale and form.

Examples show how this system works, and how it can behave over footage.

Best practice


  1. The two core systems can be used separately or in combination with each other.
  2. All motion principles apply to all formats and channels of communications.
  3. Animations should adhere to the motion principles, as well as other relevant guidelines featured in this Playbook.

In & Out

  1. Elements can either mask in, or hard cut in.
    • Masks can be informed either by the UOW row system or by the text box and highlight graphic element.
  2. Elements should always be moving upwards OR L>R when animating in. These two moves can also be combined on text elements to create a slight diagonal lift.


  1. Layouts are dynamic and elements should shift/adjust with framing.
  2. Elements should move with a slight offset.
  3. Once in frame, elements can move in any direction along rows or along square framework but should never move dynamically.

Typography in motion

Moving typography is an essential element of any brand. Our typography style has varying levels of complexity so that it can always function, whether it needs to be simple and clear or dynamic and exciting. The following are examples of how our typography can perform.

For general typography guidance, refer to the Playbook Typography section.

Simple text overlay

Type masks on with box from L>R with a slight lift. Offset highlight animation. Animate off L>R with slight lift.

Detail text overlay

Type masks on with box from L>R with a slight lift. Slight flourish in colour block animating in first. Offset text coming in and highlight animation. Highlight animation with horizontal and vertical options. Animate off L>R with slight lift.

List graphic

Type masks on with box from L>R with a slight lift. List text slightly offset from headline. Highlight moves down in this application for readability reasons. Animate off L>R with slight lift.

Video supers

Supers accompanying fast paced videos and edits should use a variety of the shown techniques together to enhance the energy of the video. Techniques should be chosen based on if the motion matches the content of the video - this example features hard cutting quick type when lining up with voice over and masking type in the other sections, with highlights to emphasise the message.

Imagery in motion

Our motion system for imagery and footage defines how transitions between shots can work, and how footage should be captioned when required. All imagery and live action footage used should follow the UOW Imagery Principles and fall within the categories of Human Doing, Fearlessly Focused, Fearless Innovation and Life on Campus.

Momentum transition

Using vertical or horizontal (L>R) momentum to transition between imagery.

Tint transition

Using vertical or horizontal (L>R) momentum with the addition of a colour tint wipe to transition between imagery.

Block transition

Using a solid colour block to transition between imagery.

Mask transition

Masking imagery on in a vertical or horizontal (L>R) direction for use in moving poster layouts or other cropped in applications.

Titles & supers

Lower thirds

Lower thirds come with 3 options in multiple colourways (three line, two line and single line).

Type masks on with box from L>R with a slight lift. Slight offset with secondary blocks. Animate off L>R with slight lift.

Talking heads

Main type masks on with box from L>R with a slight lift and offset between lines. Headline also has offset flourish element.

Secondary type uses hard cut in motion technique for animation in and off to give variation to elements.

Animate off L>R with slight lift.

Logo endframe

Logo & brand line endframe

Endframe can work over solid colour block or can sit over footage.


These motion principles are a part of UOW's brand system; so it's important to understand and follow those principles too (e.g. imagery, voice, colour etc). The following motion-specific guidance must be followed when creating branded animations for UOW.

The ‘O’ in UOW should never be above the U in any composition created in motion.
No fading or animating with transparency (unless it’s the logo animation).
UOW letters should never move diagonally unless they are reacting dynamically with a square-based framework.
Do not distort UOW letters when animating.

Motion summary

  1. Always moving forward, upward, and with purpose, our motion brand should travel from left to right, or bottom to top in a dynamic and responsive way.
  2. Just as it adapts to changes, it should also follow set restrictions to keep motion restrained, precise, and meaningful.