Reel FX inspiration

Lately I've been interested in investigating motion design companies and I've found that their self-promotions tell a lot about them and are examples of extremely good work. Since it's their time to 'show off' and convince clients that they produce high quality materials, self-promotional pieces are also usually very creative. Here is an example from Reel FX below.

http://www.reelfx.com/entertainment/work/reel-fx-rebrand

I like how the logo of the company, the letter R, is transformed into several different things, showing off creativity and the variety of formats the company uses. I thought it was clever that the squiggle 'investigates' the R, and the audience discovers new and interesting things as the squiggle does. So, there is a little story and discovery in the piece, which is almost always effective in graphic and motion design.