To conclude: the irony is that while linear motion is vastly ‘simpler’ and seemingly easier to grasp, it is in fact the non-linear, more complex motion that we seem to be adapted to, and which ultimately affects the quality of the user experience.
A visual identity is obviously so much more than a logo or a set of illustrations. It’s a coherent collection of systems that work in tandem, each neutered to work alongside each other, with the main goal of each to create a unique personality for your product. Ok, that is total wanky design jargon. I’ll try break down how I see it all fitting together.