At Underware we often talk about stuff. And that stuff could be anything, it’s whatever we discuss at that moment. This is probably born out of our lack of mastery of the English language 20 years ago when we called almost everything stuff, but the word stuck in our conversations and became useful in some sense too. So let’s talk about stuff here.
In this case the stuff could be an identity, or a brand, a company, a group, an organisation or institution, or just a text. Lots of different stuff, basically anything which is graphically (re)presented. While representing this stuff, motion has become a default part of the characteristics of this stuff in digital media. Half a century ago designers had to consider the visual representation mainly only in static media. When a designer had created a poster/corporate identity/book/other media with a strong own identity, that stuff could have a successful life of its own. But in today’s world, this isn’t always the case anymore. There can be more to the stuff today. As anything can move in unstable media, it’s important to define how stuff moves. Your move is different than my move, in the same way as your dance is different than my dance, and your handwriting is different than mine.