Moving Images

OVERVIEW 

We are increasingly utilizing moving images to communicate both inside and outside our company.  A consistent style is particularly important because a strong brand pays off; it underlies all our communications across all channels. 

BEST PRACTICES

Worlds of Curiosity 

Can You Feel It? – Company Video

Social Challenges

WHAT DO YOU WANT TO COMMUNICATE? 

  • Be focused  
    Messages are shaped first and foremost by our brand core – “fascinating and vibrant science and technology.”  This brand core also forms the focus of our moving images communications.

  • Be relevant 
    Good content is founded on a clear message that defines the content of the entire story in just a few sentences – or better yet, in a single sentence.

  • Be authentic  
    Credibility and authenticity are important for the consistent application of our tone of voice. Authentic characters and settings are key to persuasive communication in moving images.

  • Be emotive  
    The right choice of music creates significant value for every movie. Choose pieces that underscore the emotionality of your story.

  • Be stringent  
    A consistent image is particularly important to a strong brand, which is why all video content produced must also embody our brand identity.

  • Be creative 
    Find your own style and color combinations, but stay consistent throughout the whole movie.  

OUR MOTION THEORY

WHAT WE ARE MADE OF 

Our motion theory represents the foundation for moving images – alongside the motion principles. The theory explains how the movements and behavior of objects, editing, cuts, and transitions should appear and feel.

The theory is derived from our Brand Plus Model and consists of the following:  

  • General – the world under the microscope
  • Our future – vibrant science and technology 
  • Our purpose – why we are here 
  • Our positioning – what we offer 
  • Our personality – who we are 
  • Our values – how we behave  

GENERAL

Just like our brand on its own, the motion design is inspired by science and nature. Our main theme is “the world under the microscope,” which is to be reflected in the moving images.

 

In motion theory, this means: 
Physically correctly adapted movements of objects correspond to the natural environment of users and viewers.  Microscopic views can be used as an inspiring source for the creation of connections between superior and inferior units.  

OUR FUTURE

Our developments improve lives by making things quicker, easier, and better. We apply science and technology to create a world that understands people’s needs and enriches their day-to-day lives.

In motion theory, this means: 
Motion supports usability and understanding. Motion is clear and unmistakable.  

OUR PURPOSE

We are curious minds dedicated to the human progress and we deliver high-quality products.

 

In motion theory, this means: 
Motion inspires curiosity by opening up a world of possibilities in moving images. The movements of objects are precise and clear.  

OUR POSITIONING 

We’re here to empower and help people that want to make a positive difference.

 

  

In motion theory, this means: 
The relationships between objects are clear and recognizable. The movements of objects orient themselves towards the user’s and viewer’s habits.  

OUR PERSONALITY

Our intelligence is expressed through a balance of curiosity and precision and we are not afraid to go against the grain. Mitosis is one of our inspirations.

 

In motion theory, this means: 
The behavior and movement of objects are elastic and flexible. They are expressed in a unique, energetic, and vibrant way.

OUR VALUES

Our unique business culture leads to long-term positive relationships. We are courageous, respectful, responsible, and transparent in achieving long-term positive relationships.

In motion theory, this means:
Motion supports communication and understanding. Motion and design fit together seamlessly as one unit.   


OUR MOTION PRINCIPLES

THE BASIS FOR ALL MOVING IMAGES

The principles match seamlessly with the motion theory derived from our Brand Plus Model. This provides a good basis for the representation of the brand philosophy in the field of moving images. 

The motion principles interact and relate to each other – they work together as one unit. 

This means all principles work well with each other, but not all need to be applied at the same time. So they can and should be used in combination to complete the brand image.


TECHNICAL PARAMETERS 

QUALITY IS IMPORTANT 

For videos to meet our quality standards, all content must be of a certain caliber. We therefore have specific parameters for recording and distribution, which, unless otherwise specified, serve as the basis for all film production. 

RECORDING 

For the recording of films please use a resolution of at least 1920 × 1080 p  (Full HD) with a frame rate of 25 fps. For long films, you should use a resolution of 4K whenever possible. 

DISTRIBUTION 

Although there are no constraints in terms of image format, the chosen format must still suit the respective content.  

Quicktime MOV  

  • Video: original resolution  
  • Codec: Apple ProRes 422 HQ  
  • Audio: PCM 48 kHz, stereo   

MP4 Ultra-HD/4K 

  • Video: 3,840 × 2,160  
  • Codec: H.264, 80 MBit/s  
  • Audio: AAC-LC, 128 kBit/s, 44,1 kHz, stereo   

MP4 Full HD  

  • Video: 1,920 × 1,080  
  • Codec: H.264, 18 MBit/s  
  • Audio: AAC-LC, 128 kBit/s, 44,1 kHz, stereo   

MP4 SD 

  • Video: 1,024 × 576  
  • Codec: H.264, 5 MBit/s  
  • Audio: AAC-LC, 128 kBit/s, 44,1 kHz, stereo   

MP4 Intranet  

  • Video: 1,920 × 1,080  
  • Codec: H.264, 3.3 MBit/s  
  • Audio: AAC-LC, 96 kBit/s, 44,1 kHz, stereo  

LEGAL DATA 

MOVING MEDIA BUYOUTS

In a moving media buyout, all rights to video content are sold to us in exchange for a lump sum. In general, this can pertain to buyouts for voice artists, actors, music, graphics, and video footage.   

In the case of video content for us we recommend the following buyouts:   

Live action footage:  

  • Level 1: Two years in corporate media excluding TV and film  
  • Level 2: One year extension in corporate media excluding TV and film  
  • Level 3: One year extension in corporate media excluding TV and film   

Animated film:  

  • At least four years in corporate media excluding TV and film

The buyouts listed here are the ones usually pursued; for individual productions, however, they can be adapted as necessary to reflect regional constraints.  

PERSONALITY RIGHTS AND IMAGE COPYRIGHTS

When making a film, ensure that you comply fully with national statutes concerning personality rights and image copyrights. If you have any unanswered questions, you can consult the local legal team.

INTERNATIONALITY 

Please note that a special set of rules applies to videos intended for use outside the US and Canada. You can find more information in our design basics.

Creating deliverables for outside of the U.S. and Canada?

Then go to our Additional Information section and find specific moving images information for creating deliverables for outside U.S. and Canada there.

  • DESIGN BASICS 

    Our brand is our most important asset. With our unique and vibrant brand design, we differentiate ourselves positively from our competition.

    Learn more
  • TONE OF VOICE 

    What we say and how we say it matters. Our verbal identity complements our visual identity. 

    Learn more
  • BRAND MANIFESTO 

    We are a vibrant science and technology company. What does that mean?

    Learn more