Motion Branding

Introduction

Progressive and unique, these are the key words when describing our motion branding for moving images. The use of the rings in TVC ads or social media videos is reduced and always corresponds with the content.

We create an opportunity for our brand, using the TV ending, opener or short version branding (<10 sec ads) combining Audi moving image communication with our brand claim, both individually and compliantly.

Start off with a full-size animation of the rings, then the four rings merge with the content of the film. By offsetting the film within the ring contour, our brand claim becomes visible until it fades into white or black rings, depending on the brightness of the content.

The rings are a strong, determining element of our brand. It is the connecting element that all channel-specific solutions have in common and creates clear branding and recognisable communication.

Audi has developed software for all applications in moving image communication that enables error-free CI compliance.

TVC-Ending

General

The TVC ending and the ad form a unit. The rings emerge from the image material of the ad, while the atmosphere and colour tone are retained. Finally, they turn black or white, depending on the background.

The TVC ending consists of the rings animation, the brand claim and the Audi sound logo - our heartbeat.

When producing the ad, it is important to ensure that there is enough "free" moving image material available at the end to enable the rings to be generated from the content. Sufficient contrast must also be taken into account.

The total length of the TVC ending is 5 seconds and it is used as is for every TV ad.

TVC-Ending

Brand claim

The Audi brand claim appears right after the rings fade out. Its width is given by the inner radii of the rings.

Country-specific translations of the brand claim are stored in the software and can be selected individually.

TVC-Ending

Heartbeat

The Audi Heartbeat is Audi's acoustic brand claim and is strongly associated with the logo ending.

The cross-fade from the ad music to the Audi heartbeat must be seamless and harmonious. The software regulates the cross-fade automatically. The heartbeat must not be edited.

Dealership

General

When it comes to the use of TVC for dealers/retailers, there is the option of individual branding labelling. In the animation, the brand claim is supplemented with the dealer's contact details.

Opener

General

Especially for videos on social media, the opener offers the possibility to brand them with the rings. They can be placed immediately at the beginning of an ad or with a time delay. 

Rings and content appear to be wholly integrated. In the opener, the rings emerge from the image material and - unlike in the TVC ending - after a few seconds, they merge directly back into it again. A subtle start that makes an impression. Heartbeat and brand claim are not present in the opener.

When producing the content, care must be taken to ensure that there is sufficient free image material at the beginning, so that the rings do not appear superimposed over a vehicle, logo or people. The use of the animation remains as is and can be generated with the help of the software.

Short Version Branding

General

Short version branding is especially recommended for very short posts (<10 sec ads) and is used exclusively for social media.

The rings are generated from the image material and then shown in white or black. They can be positioned freely in the clip in terms of time. A visual presence as early as possible is desirable. Heartbeat and brand claim do not feature in the short version branding.

Social media specific formats are automatically recognisable by the software and are activated with the short version animation. Alternative ring animations can be selected manually.

Short Version Branding

Placement of the rings in the content

Three positions can be chosen for the placement of the rings: centre, top or bottom. In the case of the upper and lower position, there is the option to make a vertical fine adjustment within a predefined framework.

This flexibility allows short ads to show the content with products or people, without having to provide free image material for the placement of the rings.

When positioning the rings it is important to take into account channel-specific icons, interactive elements or input fields, as well as legal information, such as consumption data.

Short Version Branding

The size of the rings in the content

The ring size is scalable within a defined framework. The maximum ring size is given by the image aspect ratio and must be at least half a logo width away from the image format in all selected positions (top, bottom or centre).

If you position the rings at the top or bottom, they must be at least one ring away from the top or bottom edge of the picture.

Short Version Branding

Timing

In the short version, the ring animation can be placed anywhere within the timeline of the content.

It must be ensured that the end of the ring animation coincides exactly with a cut in the content.

The ring animation has a minimum length of 2 seconds and a maximum length of 3 seconds, depending on the hold time of the rings at the end of the animation, which can be adjusted individually.