Animation
Animation should reinforce and support, not distract from, primary communication objectives. It should tell a story — potentially be informative, entertaining and/or engaging — in ways that help convey complex concepts and in consideration of context. Animation should assist targeted audiences in focusing attention, learning, growing, interacting, connecting and taking action.
Our animations are approachable, purposeful, dynamic, caring, sophisticated and versatile. For a harmonious viewing experience, the timing of all animation elements and parameters are precisely coordinated. Additionally, featured illustrations, color palettes and characters adhere to existing brand standards, ensuring a cohesive visual identity.
Logo Animation
Several preferred logo animations have been developed and are recommended for most contexts. These include both red and white background versions featuring:
Logo Only
Logo w/ Mission Statement
Logo w/ Website
These logo animations adhere to established brand guidelines concerning logo usage overall, including brand shapes and proportions. The version used should be determined based on overall video context, communication platform, and desired length.
Brand Shapes/Patterns
- Suggested shapes for incorporation into animation are inspired by the shapes appearing in the MaineHealth logo. Their use reinforces visual brand elements and identity.
- Animated shapes can be used as accents, transitions or background fills.
- Brand shapes — in transparent, opaque and/or overlapping compositions — can inform the creation and use of patterns.
Typography Animation
- Animated typography creates a dynamic picture that should be accessible, consistent in appearance and easy to read.
- It should be used when it presents added value and visually supports the intended messaging.
- Use of defined brand typefaces is preferred. (Exceptions might only be permissible in consideration of specific contexts. See Typography & Usage.)
- Text animation should add to legibility, not distract from it.
Illustration Animation
- Use of defined brand illustration guidelines is preferred when creating illustration animations; use only those illustrations from the brand library or consult with Brand Operations when the development of new illustrations may prove useful or necessary. See Illustrations.
- The use of illustration animation should be informed by communication objectives and context.
- Illustrated character animation should be informed by existing character examples, never customized or altered.