I took a simple and elegant approach to each logo animation concept. Leica is a high end camera and I employed the ideas of the lens opening and classic photos. Each animation references the history of the camera.
I brought the most history into this animation. The concept goes through the view finder to see the historic picture taken by a Leica camera you then go back through the front of the camera which implies capturing the moment and then revealing the Leica logo.
I wanted to make a modern young feeling animation where the camera is focusing and once it is focused it reveals a clear logo.
This video is a modern take on the on the camera aperture which then reveals the logo
