The video imagery guidelines enhance the general imagery guidelines and provide an overview of topics specific to videos and animation.Â
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We distinguish between different video categories: documentaries, product demonstrations, image videos, and explainer videos.
The central vanishing point defines the basis for movement patterns and layouts. We deploy depth to give our design structure.
This applies to layouts, graphic elements, and typography.
Light and shadow, near and far, large and small – our design thrives on contrasts.
The different versions of the logo ending are available for download.
Additional templates for working with fonts, lower thirds, transitions, and similar applications are available.
at a
glance
Capture real people, places, and use cases, such as medical procedures, labs, partner insights, and R&D.
Show how ZEISS products perform or integrate into workflows.
Inspire with narrative-driven content for campaigns or brand storytelling.
Use animation, motion graphics, or hybrid formats to simplify complex ideas.
The central perspective is a guiding parameter that should be used for key images and general framing. Animations should either evolve from the center of the frame or the center of the object.
Please use the short logo ending (1.5 seconds) for social media assets that are no more than 30 seconds long. The standard logo ending (3 seconds) should be used for videos longer than 30 seconds, like documentaries, portraits, interviews, tutorials, product features, et cetera. The cinematic logo ending (5 seconds) should be predominantly used for branding and image videos, storytelling, and documentaries. There’s no specific rule for using either the black or the white logo ending – both are possible. Use the logo ending which best fits the overall look of the video.
You can use stock music libraries, such as Adobe Stock Music, in addition to the ZEISS Brand tracks and music stems provided in the sound section. When searching in stock libraries, please use the suggested keywords.
Please find the guidelines for the ZEISS voice identity in the sound section. For AI voices, ElevenLabs is recommended.
Please use anamorphic lenses predominantly for image videos, documentaries, and storytelling. For product presentations, workflow documentations, and tutorials, non-anamorphic lenses are more suitable.
No, please do not overuse this effect. It’s a signature transition which should be applied at least once per video, but not necessarily more often.
There is a safety zone for subtitles, so the text won't interfere with the lower-thirds for all formats. Nevertheless, it sometimes may be necessary to adjust the subtitles slightly, depending on the best placement for readability. If the background is too light, drop shadows can be used for better visibility.
Corporate Brand, Communications & Public Affairs