A sense of material presence
Three-dimensional imagery can make a brand feel more physically present by giving its identity visible texture, volume and movement. In his design commentary, Ross Sweetmore points to Citroen's animations, which render its logo in materials ranging from water to plants, and the detailed 3D rendering of the iPhone 14 camera. Both illustrate how rendered surfaces can make familiar symbols and products visually compelling.
Sweetmore also highlights BBC Two's idents, created by Superunion, as an example of 3D capturing attention and expressing a channel's diversity and creativity. For a brand considering similar treatments, the useful distinction is between material presence and indulgence: a beautifully rendered logo may feel more real, but an unusual texture is not automatically purposeful. Sweetmore's reminder that 3D was previously overused makes restraint part of the decision, not an argument against the technique.