LottieFiles is a platform that allows designers and developers to create and share high-quality animations. It's a powerful tool that simplifies the process of creating engaging animations, saving time and resources.

But, the LottieFiles platform wouldn't be what it is without a well-designed strong brand identity and a brand refresh is definitely no small feat. Especially when you’re a company that has motion design at its core.

We made sure we stayed true to our mission - bringing motion to every digital screen on the planet. We also wanted our visual identity to embody the essence of "Think Motion," and you'll see how we accomplished that in every aspect of our brand design.

As we grew and evolved, we revisited our core mission and used it as our methodology. We incorporated “Think Motion” into every part of our visual branding, from our illustrations, color, typography and even logo. In this blog post, we'll explore the design behind the LottieFiles branding.

Formation of new LottieFiles logo
Formation of new LottieFiles ogo

Bringing out the LottieFiles brand personality

We imagine a world connected through motion where motion connects us all. Whether you're a gamer, creator, developer, layperson, or just someone with a spark of imagination, we want to empower you to express yourself and bring your ideas to life with motion design. Thus, to bring our personality out, we had a few points in mind while creating our brand strategy:

  • Let motion lead the way: We use motion to express and show what’s possible. And as we help people create motion through animations, we become leaders in setting the standard for great motion.
  • A little goes a long way: Everything we communicate should obey the economy of motion. We are delightfully simple, just like the tiny but mighty format - Lottie.
  • Lead the imagination: We always find ways to tickle the brain and inspire motion.
  • An open invitation: We are a transparent, open-source platform, and we invite you to join the design revolution and build it alongside us.
  • Shape-shifting and forward-moving: Constant motion always drives innovation and we, as a brand, are constantly evolving with you.

Logo refresh

The LottieFiles logo is an essential element of a strong brand identity - it represents who we are. It's a memorable, recognizable visual identity that instantly communicates the brand's purpose and values. The logo features a “bezier curve”, and is minimalist, with clean lines and simple shapes, making it easy to reproduce across different media and sizes.

animated LottieFiles logo
LottieFiles logo

Color palette

The LottieFiles color palette is vibrant and cheerful, reflecting the brand's mission to bring joy and creativity to the animation world. The primary color is a bright shade of mint, evocative of the vast possibilities of motion.

LottieFiles primary colors
Primary colors

The LottieFiles visual branding also uses a range of secondary colors to create variety and contrast in its marketing materials. These colors include shades of greens, oranges, purples, reds and pinks, providing flexibility and versatility in different contexts.

Secondary colors
Secondary colors

That being said, we do dip our toes into the dark side of the color world, using black to anchor our designs.

Typography that’s always in motion

The LottieFiles typography is delightfully simple and legible, with a focus on clarity and readability. The primary font used for the brand is Arboria, a sans-serif typeface that is modern, clean, and versatile. Arboria has a friendly, approachable feel, making it suitable for both technical and creative contexts.


Shapes that moves in your head

Animation doesn’t always have to adhere to everyday physics. For most of us, it starts in the mind. That's why these simple and playful shapes are our building blocks of motion. Each and every one of these countless combinations can spark creativity and expression.


They are moving in your head, aren’t they?
Don’t worry, we see it too!

The design behind the LottieFiles branding is a testament to the power of simplicity, coherence, and intentionality. The logo, colors, and typography work together to create a distinctive, memorable identity that captures the essence of the brand. By following these design principles, we hope to establish a strong brand identity that resonates with its target audience and helps LottieFiles stand out in a crowded market.

Written by: Kelly Loh, Sr Visual Designer | Sharon Lee, Visual Team Lead