Motion

Pacing

Measured and brisk animations are vital for crafting the emotional resonance and narrative rhythm of branded motion content. Slower animations evoke emotions and depth, often accompanied by typography for storytelling. Conversely, swift animations command attention, inject energy, and showcase variety in a short span of time.

Slow-Paced

Fast-Paced

Motion

Easing

Strong easing should be present on every keyframe, for in or out.

Easy Ease In

Motion

Typography

Below illustrates a few typographic animation possibilities. It is advised that the movement correlates with the conveyed content.

Rise in

Sliding in from the right

Code typing

Typewritter

Fade in

Flick through

Motion

Transitions

In the majority, transitions should be smooth and seamless. The subsequent motion should transition smoothly from the preceding one.

Video clip with zoom-in effect, seamlessly integrated with a simultaneous zoom-out of the logo.

Video clip glides to the right, accompanied by the logo smoothly exiting in the same direction, while the typography enters from the left.

Follow the link to the right to download our transitions

Motion

Ending

The brand film should conclude with a presentation of the logo or emblem whenever possible. The transition should harmonize with the preceding frame to maintain a cohesive flow.

Motion

Don’ts

Avoid overlaying text onto complex or fast-paced videos

Avoid video treatment

Avoid low resolution videos

Avoid transitions that are not in-sync or inconsistent

Prevent typographic transitions that result in reduced readability

Avoid animation styles that deviate from the established brand identity