Motion and animation

Introduction

This section is all about motion. Here, we’ll show you how the dsm-firmenich brand expresses itself in motion. We’ll reveal some high-level motion principles. And we’ll give you some contextualized motion examples. So, let's get moving.

Motion principles

Motion principles are the behaviors or rules that help bring the motion language to life.

Our principles are called:

“Sense the progress” and “Bursting with life”.

These principles are not designed to be used in isolation; they should be used together to create a solid, recognizable and flexible motion system.

Principle 1 - Sense the progress

Overview

Motion principles are the behaviors or rules that help bring the motion language to life.

Our principles are called:

“Sense the progress” and “Bursting with life”.

These principles are not designed to be used in isolation; they should be used together to create a solid, recognizable and flexible motion system.

Symbol / Dots

This principle can also be applied to multiple dots.

Elements can move onto the screen with a slight delay between each one.

AE technical tip: Use 75% of influence on the velocity curve in AE graph editor for the position animation. See example below.

Typography

Typography examples

Do not use any alternative animations for typography.

_{AE technical tip: To recreate the left example, use the typewriter effect based on ‘words’.}

Transitions

Transitions examples.

What not to do

Transition opposite way

Do not use movements in the opposite direction.

Motion blur

Do not use motion blur.

Principle 2 - Bursting with life

Overview

This principle can be applied to different elements in a flexible way.

There is a difference between our symbol made of three dots, and the use of dots as a graphic element. When we use them as graphics, they are simply animated dots. However, when we use the three dots of the symbol, they must always come back together to represent the symbol. Please refer to the ‘Three Dots’ section on the Brand Center for more details.

Symbol / Dots

This principle could also be applied to multiple dots.

AE technical tip: Use 10% (in) 100% (out) of influence on the velocity curve in AE graph editor for the scale animation (transition). See example below.

Typography

Typography example.

Do not use any alternative animations for typography.

Transitions

Transitions examples.

AE technical tip: Use 10% (in) 100% (out) of influence on the velocity curve in AE graph editor for the scale animation (transition). See example below.

What not to do

Extreme bounce

Do not create variations of the bounce effect.

Multiple bounce

Do not create overlapping bounce animations.

Circle transition misaligned

The circle transitions must always start from the center, regardless of what the other elements are doing.

The principles in action

Take a look at some examples of how our motion principles can be utilized across different touchpoints.

Please remember that these principles should not be treated as separate entities. They should be used together to create a solid and recognizable motion system.

Transitions

Examples

Lower thirds

Examples

Titles

AE technical tip: If the footage is too pale, add solid black with 40% opacity on top of it. Avoid using drop shadow.

Sub-titles

Note

This style of sub-titles can be generated using the AE template.
For auto generative sub-titles (e.g. YouTube)use the style provided by the system.

In the framed version, you can play with opacity to make the frame darker if needed.

Credits

Note

The colored BG could be replaced with footage.

Voice-over

For video voice-over recordings, please use an international or neutral English accent rather than a strongly identifiable regional accent (e.g., American or British).