undefined

MOTION

Moving forward

Motion design brings our flexible brand to life. The interplay of our variable typeface, color combinations, and dynamic design enables to convey both informative and emotional content.

In this section, you will find the following information:

 

Style

A pioneer is always on the move, wants to make progress and, above all, always has something to tell.

Our videos illustrate a wide variety of content in a dynamic way: We explain complex topics, convey exciting information or communicate inspiring stories. 

 

Basics

We defined design parameters based on the different requirements of the respective media to enable a communication of Henkel's diverse topics across all formats and channels.

For the optimal presentation of Henkel’s diverse content in all channels and formats, the grid and the action safe zone must be respected.

undefined
16:9 – 12 columns, width: 160 px, height: 90 px; action safe zone: 3 building modules
undefined
9:16 – 12 columns, width: 90 px, height: 160 px; action safe zone: 2 building modules
undefined
1:1 – 12 columns, width: 90 px, height: 90 px; action safe zone: 2 building modules

The flexible layout structure makes it possible to convey content clearly and precisely. Whether full-area or subdivided into several areas: The division of the layout depends on the content of the message to be conveyed. These design principles also apply to motion design.

undefined
The minimum distance between the design elements should be 2 BM

Please see the design system section for more information on the building modules and layout system.


Templates

We developed a kit with all elements and customizable templates.

Corner logo

Our corner logo in red or white can be used as an option. The logo will be animated and build up on the grid within the action safe zone at the bottom right or top right. 

You need to accept cookies to play this video

Title

The title prominently presents the topic or content of the video. The text and colored background slide in from the right with a slight offset to create dynamic movement. Convenient adjustment of text styles per line and color adjustments are possible.

You need to accept cookies to play this video

Chapter dividers

During transitions between scenes, dividers slide in from the right, fill the screen and slide out again to the left. Font styles and colors can be adjusted.

You need to accept cookies to play this video

Lower third

Our inserts are graphic elements that provide a carrier surface for texts. They are located in the lower third of the format and are used, for example, to convey short pieces of information. The text and red area slide in slightly offset from below to allow dynamic movement variation. Fonts and colors can be adjusted.

You need to accept cookies to play this video

Subtitles

For maximum legibility on different backgrounds, we add a soft drop shadow to our subtitles.

You need to accept cookies to play this video

Outro

The outro closes our videos and once again clearly identifies Henkel as the sender. Our outro is modular and can contain different elements depending on the application. Our logo is a fixed component. An URL or a call-to-action button are optional.

You need to accept cookies to play this video

 

Principles

A pioneer wants to move forward. That’s why, our movements are fast, but never hectic. 

Duration and easing

Speed and acceleration is an important part of the motion guideline. 
 

A pioneer doesn’t hesitate, gets started right away, but works carefully to achieve the best possible result. Therefore, our acceleration curve is impulsive at the beginning and calmly fading out at the end.

 

You need to accept cookies to play this video

Levels

Different movement curves can be used on different levels in the layout. This way we increase the variance of the animations, but always remain true to the basic principle of movement.

You need to accept cookies to play this video

The movement curves are defined by fixed values so that there is always a uniform impression.
Ease curve 1 – 0.42, 0.00, 0.58, 1.00
Ease curve 2 – 0.66, 0.00, 0.34, 1.00
Ease curve 3 – 0.30, 0.00, 0.00, 1.00

You need to accept cookies to play this video

Dynamic units

The directions of moving elements
 

A pioneer shows clear edges, stands by his or her ideas and does not squirm around a task. That is why, our movements are straightforward and avoid unnecessary edges and breaks. 

 

You need to accept cookies to play this video

The elements move in an abutting manner and do not cross diagonally.

You need to accept cookies to play this video

You need to accept cookies to play this video

Overlapping elements can come from different directions. 

You need to accept cookies to play this video

Dynamic units

If there are several dynamic units, they should overlap by at least 10% of the long side of the format.

You need to accept cookies to play this video

Text positioning

Text can be placed freely as a block left-aligned on the surface, overlapping with the dynamic units or as a free line arrangement on the format. 

You need to accept cookies to play this video

Logo

Henkel logo
 

In order to always have a dynamic overall picture, the duration of the logo animation can vary depending on the size of the logo played. This means that for a prominent placement, such as in the intro, we have a standard time span of 0.75 seconds. For smaller or larger formats, you can vary this by +-0.25 seconds to adjust the impression of speed.

You need to accept cookies to play this video

Colors

Henkel colors
 

Our colors are fixed, so we do not use fading to avoid color gradations. 

You need to accept cookies to play this video

There are fixed color combinations. These may not be interchanged or mixed with each other

You need to accept cookies to play this video

Typography

Henkel GT Flexa
 

Henkel GT Flexa is a variable font that allows us to exploit its full potential with few limits on movement.

You need to accept cookies to play this video

Different cuts and directions of movement can be combined, only the text height of a line always remains the same to ensure good legibility. 

You need to accept cookies to play this video

 

Downloads

Information for external users:

To receive the motion templates, you first have to register for our Brand Hub download portal. Please see the instructions on how to complete the registration. After registration you will receive a confirmation that your access has been activated and you will be able to download the templates.

For Henkel employees, no separate registration is necessary. You will be automatically directed to the download page via Henkel MyID.