Burton “Cracker” animated brand identity tag
Burton “Cracker” animated brand identity tag
Burton “Cracker” animated brand identity tag
Burton “Cracker” animated brand identity tag
Burton “Cracker” animated brand identity tag

Burton “Cracker” animated brand identity tag

Jager Di Paola Kemp Design, Burlington, Vermont, 2001

Description

Burton wanted us to design an animated brand identity tag for web, video tour and e-mail purposes. It had to be small enough in file size that it could be e-mailed or shown on the web, but conceptually strong enough to convey a sense of the Burton brand in 14 seconds.

We were throwing out ideas for the animation. Michael Jager was eating some stoned wheat crackers during the meeting and someone suggested that it would be funny to see the logo actually do some tricks itself, rather than just showing some more action footage. So he started moving the cracker around like a rider. And that was how we came up with the name “Cracker.”

Juror Notes

“Because dumb is in. But it will soon be so five minutes ago.”

Collections: AIGA 365: 23 (2002)
Discipline: Motion graphics
Format: Brand identity, Motion graphic

Credits

Design firm
Jager Di Paola Kemp Design
Creative director
Michael Jager
Designers
Inga Fisk, Ruby Lee, Joe Peila, Meghan Pruitt
Animator
Will Atkin
Director
Lance Violette
Editor
Joe Peila
Sound designers
Eric Thibodeau, Vanessa Wylie
Client
Burton Snowboards
Loading...
Loading...