The Motion Logo of the Sony logotype refers to the Sony logotype used in audio visuals, such as at the end of a TV commercial and opening of a film. While many companies tend to use a single, standard motion logo for all their content, Sony wanted to break from convention and create something different: a Motion Logo that would harmonize with the Sony Group companies’ video content, in infinite variations.
We developed an application that can extract the colors of the last frame of a piece of content and automatically generate a Motion Logo that aligns aesthetically with the target media by applying Omoiiro™, a computer technology developed by a researcher at Sony Computer Science Laboratories that can automatically generate and create color palettes. This technology has helped communicate the diversity of the Sony Group’s businesses by churning out a wide range of Motion Logos.

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