BAFTA Motion Ident

FORMAT.LDN reimagined the BAFTA identity for broadcast, social and online platforms, creating a motion system designed to introduce and close content with a more refined and contemporary expression of the master brand.

The aim was not to overstate the identity, but to reveal it with restraint — allowing the BAFTA mask to emerge gradually through light, texture and motion. Over the course of several months, the process began with a full 3D scan of the BAFTA mask, capturing its form and surface detail with precision. From there, we carefully developed its appearance, materiality and lighting, refining every element to create a screen treatment that felt elevated, cinematic and unmistakably BAFTA.

Once the visual language had been established, we animated the mask into a sequence of controlled movements that could flex across multiple formats and durations. This resulted in a suite of idents developed in both long- and short-form versions, spanning the BAFTA Productions ident and the wider BAFTA master ident.

The result was a cohesive identity system that translated the BAFTA brand across broadcast and digital environments with clarity, elegance and presence.