The first concept that I sent this client was a bit more elaborate. Each version then simplified into this current form. We also provided another version of this animation against a black background. Simplicity often develops into elegance which I think works great with this logo design and animation.

Technical:
Animating mask keyframes overtime allows one to duplicate this "writing on" effect. Sometimes it is helpful to break the letters apart to make it easier to animate.

Logo Animations: spinmylogo.com
Explainer Videos: pandamotion.com

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