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Animation: movement brings mobility to life.

Movement brings Deutsche Bahn’s personality to life. On a communication level, brand-typical animations support the storytelling, whilst ensuring usability in the UI and imbuing interactions with character.  

Example applications  

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A summary of key points:  

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1. Movement reflects our personality.
2. Animation supports the storytelling.
3. Animation serves as navigation.  

Application principles  

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Animation curves – emotionally charged and functional  

Two animation curves help us to illustrate movement in a variety of ways, from expressive to functional. Based on the brand personality, our characteristic animation curve is complemented by a second, functional animation curve, which enables prompt feedback in certain interactions with users. It’s factual and reserved.   

Our movement starts with a natural acceleration. The basic tempo is dynamic and target-oriented. Controlled braking completes the animation with confidence.  

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Duration/time 

The duration of an animation is based individually on the content to be animated. Functional elements are thus usually allocated a short animation duration to prevent delaying an interaction. Content, on the other hand, is granted the animation duration necessary to ensure an attention-grabbing appearance. As a rule of thumb, animations support content in its appearance, though the animation never takes centre stage. Long animation times should thus be avoided.  

Direction

We animate elements horizontally or vertically, but never diagonally. The preferred animation direction in our communication is horizontal, from left to right.  

Order

We structure our communication in the following animation order:   

  1. Image/background 
  2. Signatory/logo
  3. Message
  4. Pulse
  5. Graphic elements 
  6. Interactive elements  
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Any questions?

Our corporate design allows you plenty of freedom: we made a conscious decision to refrain from precisely defining each and every special case. Instead, you yourself can decide which solution is the best for the Deutsche Bahn brand. Should you have any questions regarding use, we’ll be happy to assist you.