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:
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.
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.
Please see the design system section for more information on the building modules and layout system.
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.
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.
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.
For maximum legibility on different backgrounds, we add a soft drop shadow to our subtitles.
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.
A pioneer wants to move forward. That’s why, our movements are fast, but never hectic.
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.
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.
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
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.
The elements move in an abutting manner and do not cross diagonally.
Overlapping elements can come from different directions.
If there are several dynamic units, they should overlap by at least 10% of the long side of the format.
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.
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.
Our colors are fixed, so we do not use fading to avoid color gradations.
There are fixed color combinations. These may not be interchanged or mixed with each other
Henkel GT Flexa
Henkel GT Flexa is a variable font that allows us to exploit its full potential with few limits on movement.
Different cuts and directions of movement can be combined, only the text height of a line always remains the same to ensure good legibility.
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.