The following conceptual parameters help to express the ZEISS Brand in motion design:
All motion layouts and graphical elements are based on the central vanishing point systematic.
Every movement has a purpose, and nothing “just” moves.
Our movements are direct and efficient, with no curves or swerves.
Use dynamic, straight movements and defined speed curves (easing).
Apply the hyper zoom and Z-axis concept to create visual depth.
Direct the viewer’s focus to the most important statements. Always use high-quality footage.
We use an infinite, three-dimensional grid with a central vanishing point as the foundation.
This allows us to dive deeper creatively in different ways and align various visual elements within the structure.
On the grid, we can move forward and backward by taking giant leaps or going deeper in small steps, layer by layer.
In applications like AR or VR, the grid could also be used as a 3D layer.
To place the main layout elements, we apply the central perspective grid to the overall format.
Start your animation either at the center of the image or the center of the object and build outwards.
These elements dynamically scale outward from this central point, creating a seamless and immersive experience.
Individual objects and assets, such as cards, boxes, or smaller images, are built up from their own center points.
With a hyper zoom, we create a visual portal from the center of the image. This can represent a large contextual leap within a video, as well as activating or diving into a certain topic.
The square shape is based on the basic shape of the ZEISS Logo.
In order to interweave the images, repeating time-shifted elements are merged in the portal layers of previous and subsequent clips.
Dive into a topic via hyper zoom.
The hyper zoom bridges a larger thematic or spatial jump, emphasizing dynamics.
Corporate Brand, Communications & Public Affairs