Introduction

Movement is a vital part of any modern brand. It makes a visual identity come to life and ensures a richer brand experience. Motion design is the deliberate use of that movement to further enhance a brands personality and purpose. In this section, we will define a set of principles to help you when designing motion for the Zalando brand.

Here you will find directions for shaping movement, pacing and placement of elements as well as links to key brand assets used in motion design.

The brand design principles function as the foundation of our visual identity, also in motion. They inform and support the creative development of both the Zalando brand expression and experience and help to guide us when adding motion to the Zalando brand.

Here our design principles take on added meaning in how they apply to animation across the Zalando brand and product.

In motion, the accuracy of a design should adhere to the same high standards as the rest of the Zalando brand. Strive to maintain clean and precise silhouettes by avoiding odd shapes, stretching or overlaps. We like to minimise motion blur whenever possible and avoid animating opacity or the use of cross fades.  Always aim for a clean and precise expression and avoid overly cartoonish playfulness.”