The "Moving images" heading in this documentation is a generic term covering rules to be followed when creating film material and animations. These media comprise:
1. Live-action sequences
- Scripted sequences – these are suitable especially for use in marketing and for all image-conveying applications
- Documentary film sequences (e.g. interviews, events) – these are more informative in nature
2. Animation of text, illustrations, vector objects or photographic material (e.g.: tutorials, hr | Ascent image film)
The rules for animations and content fade-overs, e.g. in PowerPoint, Prezi, or on websites ("sliders") are similar to those for image sequences. These are described in the chapter Staging and visual style.
Examples of uses for moving images:
- Image films for external use (e.g. product presentations, recruiting videos, films for the Youtube channel)
- Image films for in-house use (e.g. anniversary film)
- Documentary material such as videos of events, interviews, speeches by Board members
- Instruction videos/tutorials
Due to the heterogeneity of the various categories of moving images and the dynamics and creativity that these media need, there are only a few general rules and a broad range of configuration options:
- All the style guidelines set out in the CD Manual (colours, fonts and visual elements of the Corporate Design) as a rule also apply to moving-image formats.
- Layout design elements such as speech bubbles and lines should not be over-used; instead, the image sequences should be meaningfully accentuated.
- The visual tonality follows the "narrative-image style" for photos – the primary consideration is authenticity (not "touched up", manipulated, etc.) View visual world
- Fading/cuts: flashy and overdone effects should be avoided when fading in and out.
- Musical background: only instrumental pieces may be used as the background music for films; hyperbolic and extreme styles should be avoided. The music should match the style of the brand and underscore the effect of the film, not distract from it. When choosing the music, licensing aspects must be taken into account. View Legal basis
- If diagrams or charts are shown in the film, they should conform to the Hannover Re design guidelines (not three-dimensional, no shading, HR colour scheme, etc.).