Framer Introduces Logo Shaders for Dynamic Brand Animations.

Framer has launched Logo Shaders, a new feature that transforms static logo files into dynamic, animated brand assets without requiring manual animation work. The capability, announced on LinkedIn, allows users to upload SVG or PNG files and apply shader-based effects that respond to the edges and contours of their brand marks.

The feature ships with two initial shader options: Gradient and Glass. According to Framer's official updates page, animations subtly respond to the shape's edges while effects like Contour, Dispersion, and Bevel add realistic depth, creating the impression that logos are rendered in three dimensions. The company positions the feature as particularly effective for teaser pages and product launches, where visual impact matters most.

Logo Shaders represent a continuation of Framer's pattern of adding visual capabilities that eliminate technical barriers for designers. Where previous tools required knowledge of animation software or custom code to achieve similar effects, this workflow reduces the process to uploading an asset and tweaking parameters within the Framer interface.

The workflow begins with uploading an existing logo file in either SVG or PNG format. Users then select from the available shader presets and adjust parameters to control the intensity and behavior of the effect. The shaders analyze the geometry of the uploaded asset and apply animations and visual treatments that follow its contours.

The Gradient shader creates flowing color transitions across the logo surface, while the Glass effect simulates light refraction and transparency. Both shaders include parameters for controlling dispersion (the splitting of light into component colors), contour intensity (how prominently edges are highlighted), and bevel depth (the degree of three-dimensional appearance).

Because the effects are shader-based rather than video files, they remain responsive and performant across devices. This technical approach allows the animations to scale without increasing page weight or requiring separate assets for different screen sizes.

Framer has been steadily expanding its visual toolset over the past several months. The company recently launched an AEO Scanner to help sites optimize for AI-driven search, and has made significant investments in its CMS capabilities, including adding components to CMS for richer interactive content.

Logo Shaders fit within this broader strategy of enabling designers to create sophisticated web experiences without leaving the Framer environment or writing custom code. While tools like Spline offer 3D modeling capabilities and Figma provides comprehensive design tools, Framer's approach focuses on production-ready outputs that can be deployed directly to live sites.

The feature competes indirectly with animation tools like After Effects or Lottie workflows, but operates at a different level of complexity. Rather than frame-by-frame animation, Logo Shaders generate real-time effects that adapt to the input geometry, reducing both production time and file size.

Logo Shaders are available now to all Framer users through the platform's standard interface. The feature includes a video tutorial demonstrating setup and parameter adjustment. Framer has not announced pricing tiers or usage limits for the feature, suggesting it is included in existing subscription plans.

The company indicates that additional shader options are under development, though no timeline or specific effects have been disclosed. Current users can access Logo Shaders through the same panel used for other Framer effects and visual treatments.