This directive provides International employees, commissioned film producers, and motion designers with guidelines for creating consistent branded film content.
These fundamental rules of motion language for International can be applied to all moving imagery and content.
Rhythm of the Road concept
Motion design takes inspiration from the choreography occurring on streets, highways, and roads, reflecting the flows of traffic, in several road environments. It guides us from the rapid acceleration of delivering notifications in UI to the slower cruise pace in which we can tell a story across a brand film.
Logotype animation
Use either the International lockup or International symbol on full-bleed color or moving imagery.
Easing curves and duration
Easing curves define how objects move, accelerate, and decelerate during a period of time. The duration of an animation affects its speed and pacing. Shorter durations can create a sense of quickness, while longer durations may imply a slower and more deliberate movement.