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 TV ads or social media videos is reduced and always corresponds with the content.
We create an opportunity for our brand, using the ending, opener or short version branding combining Audi moving image communication with our brand claim, both individually and compliantly.
Within an animation, the rings merge with the content of the film. By offsetting the film within the ring contour, our brand claim becomes visible.
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 implementation of motion branding.
| Length in seconds | Opener | Short version | Ending | Dealer ending |
|---|---|---|---|---|
| < 15 sec. | – | mandatory | – | – |
| 15 - 30 sec. (option 1) | mandatory | – | optional | – |
| 15 - 30 sec. (option 2) | – | mandatory | – | – |
| > 30 sec. | mandatory | – | optional | – |
| Application | Opener | Short version | Ending | Dealer ending |
|---|---|---|---|---|
| TV- / Cinema spot | – | – | mandatory | – |
| TV- / Cinema spot dealer | – | – | – | mandatory |
| TV reminder spot | – | – | – | – |
Ending
General
The TVC ending consists of the rings animation, the brand claim and the Audi sound logo - our heartbeat.
The total length of the ending is five seconds and is used unchanged for every moving image contribution with a length > 60 seconds as well as every TV contribution.
Rings animation
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 ending and the ad form a unit.
When producing the ad, it is important to ensure that there is enough "free" (no vehicles and faces) 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.
Opener
General
The opener offers for videos on social media 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.
The total length of the opener is two seconds and is used unchanged.
Short Version Branding
General
Short version branding is especially recommended for very short posts (< 15 sec) and is used exclusively for social media oder online banner. The use of the Short Version is mandatory for posts < 15 seconds up to posts with a total length of maximum 30 seconds, unless the opener is used.
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 versions of the branding (opener or ending) can be selected manually.
Placement of the rings in the content
Three positions can be chosen for the placement of the rings: center, top or bottom. Within the formats, the rings are always centered. 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.
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 center).
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.
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 two seconds. and a maximum length of three seconds, depending on the hold time of the rings at the end of the animation, the length can be individually adjusted to a maximum of 3 seconds.
Software for the motion branding
With the software, any content can be branded quickly and easily. The following variants are available: ending, opener, dealership and short version.
The software offers/includes:
- Clear, intuitive interface
- Content loading via drag & drop
- Automatic ratio detection and animations
- Preselection - individual adjustment of ring size, colour and position
- Easy adjustment of timing
- For the Ending, the software automatically controls the cross-fading of the ad music into the heartbeat
- Individual dealer/retailer advertising (contact address) is also possible, as is the brand claim in the relevant language
The software uses the FFmpeg code licensed under LGPLv2.1. This can be downloaded here.
