Brands will more and more often animate their logos. Marketers will realize that the rule 'the logo has to stand still' is a rule from the mass communication era. An animated logo gets more attention and is easier remembered, it can help the brand communicate functional features (like in this example), and it can furthermore help establish the emotional associations. If well executed, an animated logo can even show brand personality. The only good example I have seen so far is the two year old example of Jetix. In the end the logo will be moving, 3D and interactive by default. The color logo is then demoted to use in static media, like we now still know a black-and-white logo. However there are lots of steps to take. This is a good example of another brand that dares to animate its logo. But it doesn't go very fast at all. Maybe because of a lack of scientific research? What brand dares to experiment? Or are we waiting for examples from other countries?
Update: 2019: Because Flash is no longer supported in modern browsers this animation is no longer visible.