Blog
What Is Motion Graphics?
Motion graphics is animated graphic design: text, shapes, logos, icons and sometimes 3D objects moved over time to explain, brand or sell something. It differs from character animation because it moves designed elements rather than acting characters, and usually works to a layout and a soundtrack rather than a story. It can be flat 2D or 3D, and in advertising the two are often mixed. Below: the definition, motion graphics vs animation vs CGI, the main types, how a piece is made, what drives the cost, and the motion graphics I made for adidas, NFT Magazine, Starfish & Coffee and BASF.
Written by Marco Mori, 3D artist, Lindau, Germany · Updated 2026-11-07
What is motion graphics?
Motion graphics is animated graphic design. Wikipedia describes it as pieces of animation or digital footage that create the illusion of motion, usually combined with audio for use in multimedia projects. In practice it means a designer takes text, shapes, logos, icons or 3D objects and gives them timed, deliberate movement.
The key word is graphic. A motion graphics piece starts from a layout, a colour system and a message. A character animation starts from a performance. That difference decides who you hire and how the work is planned.
What is the difference between motion graphics, animation and CGI?
The three overlap, and the terms are used loosely. The table separates them by what drives the work.
| Motion graphics | Character or story animation | CGI | |
|---|---|---|---|
| What moves | Designed elements: type, logos, shapes, objects | Characters acting | Anything computer generated |
| What drives it | Layout, rhythm, message, soundtrack | Story and performance | The look of the image |
| Typical use | Logo reveals, explainers, social ads, titles | Films, series, character spots | Product ads, VFX, films |
| Dimension | 2D or 3D | 2D or 3D | Almost always 3D |
| Detailed explainer | This page | Computer animation | What is CGI |
A 3D motion graphics piece sits in the overlap: it is computer generated like CGI, designed like motion graphics and animated like animation. If the question is whether to build it in 2D or 3D, 2D vs 3D animation goes through that choice.
Is motion graphics 3D?
It can be, and in advertising it increasingly is. Classic motion graphics live in a flat plane, with type and shapes sliding, scaling and fading. 3D motion graphics add modeled objects, materials, light and a virtual camera, so the movement can include depth, reflections and physics.
The reason brands choose 3D is usually the product. A flat icon can say a sneaker is soft. A 3D sneaker that squashes and rebounds can show it. 3D costs more and takes longer than 2D, so it is worth it when the object itself is the message.
What are the main types of motion graphics?
| Type | What it is | Where it appears |
|---|---|---|
| Logo animation | A logo built, revealed or looped | Intros, profiles, sign-offs |
| Kinetic typography | Text animated to rhythm or voice | Quotes, lyrics, ads |
| Explainer | Simple shapes and icons walking through an idea | Websites, onboarding, pitches |
| Title and broadcast packaging | Opening titles, lower thirds, channel graphics | TV, streaming, events |
| Interface and data animation | Screens, charts and counters in motion | Product demos, reports |
| 3D product motion | Objects animated with stylised movement and lighting | Product launches, social ads |
Most commissions mix two or three of these. A launch film may open with a logo animation, explain with icons and end on a 3D product shot.
How is a motion graphics piece made?
- Brief and script. What the viewer should understand or feel in the first three seconds, and what the call to action is.
- Style frames. Two or three still frames that fix colour, type and shape language before anything moves.
- Animation. Timing and easing decide whether it feels sharp, soft or playful. In 3D this includes materials, lighting and rendering.
- Sound. Music and effects are not decoration. They set the rhythm that the animation is cut to.
- Delivery. Different cuts and aspect ratios for each channel, such as 16:9, 1:1 and 9:16.
Style frames come before motion for a practical reason: changing a colour or a typeface in a still costs minutes, changing it after animation can mean redoing work.
What does motion graphics cost?
There is no honest flat price. These factors move it most:
| Cost driver | Effect |
|---|---|
| Length and number of scenes | Every scene is a separate design and animation job |
| 2D or 3D | 3D adds modeling, lighting and render time |
| Realism of materials | Photoreal materials cost more than flat colour |
| Revision rounds | Late changes to the concept cost far more than early ones |
| Sound | Original music and sound design add their own work |
| Delivery formats | Each aspect ratio can need re-layout |
The same structure applies to 3D ads in general, laid out in what a CGI commercial costs.
What motion graphics have I made?
The facts below come from my project pages.
| Project | What I made | Type |
|---|---|---|
| adidas ZK 2K Boost (2020) | Three animated product videos, combining bold 3D motion design, dynamic colour schemes and physics-driven animation. One passed 3 million views on adidas' Instagram | 3D product motion |
| NFT Magazine animated covers (2021 to 2024) | Cover animations extending static artwork into digital editions, plus a short logo animation for the magazine's NFT club | 3D motion and logo animation |
| Starfish & Coffee (2022) | A full-screen animated website intro and animated profile visuals around a starfish character | Brand and character motion |
| BASF Design Fabrics (2023) | Stylised animations that turn material science into 3D visuals, with original music by David Marquardt | 3D motion for explanation |
The adidas work is the clearest example of why 3D motion graphics exist: the sneaker's softness is the product claim, and it is shown by movement, not by a sentence. The commercial side of that work is described in 3D product animation.
Which software is used for motion graphics?
After Effects is the default for 2D. For 3D, Cinema 4D, Blender and Houdini are common, with a renderer such as Redshift producing the final image. I build in Houdini, render in Redshift and finish in After Effects or Nuke. Houdini suits motion work when the movement is physical or rule-based, because the behaviour is set up once and tuned, instead of keyframed frame by frame.
How do you commission motion graphics?
Say what the piece has to do, not what it should look like. Send the message in one sentence, where it will run, the length, any brand guidelines and one or two references you like. Say whether it is 2D or 3D if you know, and ask for a style frame round before animation starts.
If the piece is built around a physical product or needs 3D, it falls under 3D animation services. Write to me with a few lines and you will get a straight answer, including when a simple 2D approach is the better fit.
Written by Marco Mori, 3D artist and creative director in Lindau at Lake Constance, Germany, working with brands and agencies worldwide.
Frequently asked questions
What is motion graphics in simple terms?
Graphic design that moves. Text, logos, shapes and icons are animated to explain an idea, introduce a brand or add information to a video. It is usually built around a layout and a soundtrack rather than around characters acting out a story.
What is the difference between motion graphics and animation?
Animation is the broad term for making things move. Motion graphics is one kind, where the moving things are designed graphic elements. Character and story animation focus on performance and narrative, motion graphics focus on communication and design.
Is motion graphics 3D?
It can be either. Classic motion graphics are 2D, with type and shapes moving in a flat plane. 3D motion graphics use modeled objects, lighting and a virtual camera, and are common in product ads where a physical object needs a designed, stylised treatment.
What is the difference between motion graphics and CGI?
CGI describes how an image is made, by computer. Motion graphics describes a design style of moving graphics. A 3D motion graphics piece is both, because it is computer generated and built around designed movement.
What are examples of motion graphics?
Animated logos, kinetic typography, explainer videos, title sequences, app and interface animations, animated data charts, social media ads and stylised product animations.
What software is used for motion graphics?
After Effects is the standard for 2D. Cinema 4D, Blender and Houdini are used for 3D, with renderers such as Redshift for the final image. I use Houdini and Redshift for 3D and After Effects and Nuke for finishing.
How much does motion graphics cost?
It depends on length, number of scenes, 2D or 3D, how many revisions and whether sound is included. A single price would be wrong in both directions. The cost drivers for 3D are laid out in the CGI commercial cost guide.
Do I need motion graphics or a CGI commercial?
If your message is information, a logo or a concept, motion graphics fits. If the message is how a physical product looks and feels, CGI product work fits. Many projects combine the two.