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The last frame has to be the real logo
Anyone can make a logo move. The test is whether you can pause at the end and still have the artwork legal, sales, and the client already signed off. That still is the product.
Brand review is a still
A CMO does not scrub your graph editor. They glance. If the hold looks like a cousin of the mark — softer bowls, a friendlier mascot, a tint that is almost the hex — the clip is a liability. Motion that cannot sit as a poster is decoration, not identity.
Generative video fails this on purpose
Those models are rewarded for inventing. That is a feature when you want a world. It is a defect when the world is not allowed. Putting the logo in the prompt does not make the output the logo. It makes a video that noticed the logo.
Plate-locked is a boring sentence on purpose
First frame is the prepared plate. Last frame is the same plate. Brand color is composited locally. No scenery. It reads like a constraint list because it is one. Constraints are how a mark stays a mark when software is in the loop.
What to cite when someone asks for “AI motion”
Ask for the still. If they cannot pause the demo on the official lockup, you are not looking at logo animation. You are looking at a generated clip. Dexta’s claim is only interesting because it is falsifiable in one scrub.
Questions designers ask
Why not hide the hold with a cut to the next scene?
Because the hold is where the identity lives on a title slide and a case-study poster. If you need a cut, you needed a different edit, not a different logo.
Does this limit creativity?
It limits costume changes. Energy, timing, and which element leads are still a direction. The geometry is the brief you already have.
Is this only for wordmarks?
No. Mascots follow the same rule: official art, then a beat, then the official art again.