CPB 40 Years

40 Years of CPB

Clé de Peau Beauté

Shiseido Creative

End Client

Clé de Peau Beauté


Shiseido Creative


Logo Animation

Ended Up

Social, Branding
The Clé De Peau Beauté 40th anniversary logo embodies the harmony of nature, beauty, science and perfection. It is designed using the golden ratio and symbolises a myriad of layered meanings. The triangle represents the number 4, cutting edge science, balance, strength and future-focus. The circle represents the number 0, skin cell science, the Key / a portal, Perfection and Infinite Radiance.

Whilst it ended up being what looks like a simple line-art, "trim paths" build-on animation, the statement above was the driving force behind all of my ideas. It became apparent that I needed to incorporate the golden ratio into the animation. I researched its use in music and film and how it can be used to create a natural release in what viewers and listeners experience. It's known as "Phi Time".

From the brief, I took the duration that the logo needed to be and used the golden ratio to determine my Phi Time – the point everything is on screen and revealed. I even took my frame rate and worked out the golden ratio of keyframe ease, spacing and duration.

Here are some examples of tests before we settled on the final;

The video below shows my title and subtitle work, along with the 40 Year logo on the end frame. This was used across all product films throughout Spring / Summer '22 and Autumn / Winter '22 seasons. Being shown across CPB's online, in-store and social networks.

The experimentation inspired another brief. The client really liked the idea of the zero being a container, or petri dish. So I then tasked with creating a collection of looping science influenced animations of the 40Y logo. Here are the collection that made it.