11

Motion.

Motion follows the Fort Model. We identify, we equip, we activate, and our movement does the same: it focuses, it builds, it rises.

Africa’s future, led differently.

11.0

Behaviours

Three behaviours, drawn from the Fort Model, cover every brand movement.

Identify

Focusing, scaling in, revealing: motion that finds and frames a person or idea.

Equip

Building, stacking, layering: motion that assembles, as formation does.

Activate

Lifting, rising, moving outward: motion that sends energy into the world.

11.1

Principles

Motion serves the message. It never decorates.

Purposeful

Every movement explains something: where to look, what changed, what comes next.

Steady

Confident, unhurried, never bouncy or spinning.

Rising

Our default direction is up: leaders rising, ideas lifting.

11.2

Curve

Slow in, quick action, steady resolution. Brand moves use cubic-bezier(0.65, 0, 0.35, 1) over 500 to 900 ms; interface moves use cubic-bezier(0.2, 0, 0, 1) over 150 to 300 ms. Never linear.

11.3

Try it: timing, curve, direction

Change the curve, the time and the direction, and watch a real card move. The notes say whether the move is ours; copy the values straight into CSS or Figma Smart Animate.

FLDC applications poster: Apply.

Curve

700 ms
170
26

Direction

64
Time700 ms
    
  
    

    

    

    11.4
    Type in motion
    

    Four type moves, used alone or in sequence.
    

    Lead differently.
    Rise
    Words slide up into place. The default.
    Identify. Equip. Activate.
    Sequence
    Words appear one after another.
    Applications open.
    Cut
    A hard cut, for deadlines and urgency.
    Leadership is service.
    Emphasis
    One word turns red to carry the meaning.
    

    

    11.5
    Transitions
    

    Moving between scenes, slides and stories.
    

    Slide up
    Slide left
    Scale in
    Wipe