BAFTA Motion Ident

FORMAT.LDN reimagined the BAFTA identity for broadcast, social and digital platforms, creating a refined motion system designed to introduce and close content across the organisation’s growing range of screen-based applications.

The intention was not to overwhelm the existing identity, but to reveal it with restraint, allowing the BAFTA mask to emerge gradually through light, texture and controlled movement. The process began with a detailed 3D scan of the physical mask, capturing the form, imperfections and surface character of the original object with precision.

From there, we developed its materiality, lighting and on-screen presence, carefully refining each element to create a treatment that felt cinematic, contemporary and unmistakably BAFTA. Subtle shifts in illumination and perspective revealed the mask over time, balancing drama with the confidence and restraint associated with the wider brand.

Once the visual language had been established, the mask was animated through a series of considered movements that could adapt across multiple durations, aspect ratios and formats. The resulting system included long- and short-form idents for BAFTA Productions, alongside a broader BAFTA master ident for use across broadcast, social and online content.

The project created a cohesive and flexible motion identity that translated the BAFTA brand across digital and broadcast environments with clarity, elegance and presence. Several years after its launch, the work continues to be used by BAFTA in a variety of forms, demonstrating the longevity and adaptability of the original system.

The identity was also featured by Creative Review, Computer Arts and Creative Bloq.