In my opinion, After Effects is a major aspect to video production. I use it in almost every video I make, and it adds a whole lot of quality.
For the logo, I used a plug in called "Element 3D", a program loaded with 3D models and functions that enable extruted text elements. For the logo, I used a text extrusion and added on a black reflection texture to give it a nice, sleek look.
Although most of the model work is already done in the plug in, a lot of the "liveness" of the models comes from the animation itself. It takes skill and practice, but a fluid animation can make all the difference.