Bayerischer Rundfunk
Creative Motion Design At Studio Edgar, we were honored to collaborate with the acclaimed design agency Stan Hema on an exciting project: shaping the new brand identity for Bayerischer Rundfunk (BR). Invited to contribute our expertise, we played a key role in crafting dynamic motion behaviors and developing detailed motion guidelines. These guidelines define movement principles that reflect the essence of the reimagined brand while ensuring consistency across all formats and sub-brands.

Under Stan Hema’s creative leadership, the project was anchored in the core idea of Connectedness— a design philosophy that highlights interaction and unity across all elements. Inspired by this vision, we developed motion guidelines that ensured every animation and transition followed a cohesive visual language, strengthening the brand’s identity at every touchpoint.



Motion Principles: Push, Scale, and Staggered

The motion guidelines were based on three key principles: Push, Scale, and Staggered. 
These principles were applied across a wide range of elements including typography, logos, lower thirds, transitions, corner bugs and many more. The result was a dynamic yet consistent motion system that was designed to adapt seamlessly across diverse formats, from traditional TV broadcasts to fast-paced social media platforms.


The motion guidelines ensured flexibility and consistency in creating animations tailored to various platforms. 
Whether for the structured environment of linear TV or the quick, engaging formats of social media, the motion system was optimized to meet the specific demands of each. 
Fluid transitions and dynamic lower thirds, all specified within the guidelines, reinforced the concept of connectedness, maintaining the brand’s visual identity across every touchpoint.

This collaboration showcases how motion design, driven by strategic leadership and a shared creative vision, can elevate a brand’s identity across every touchpoint. Partnering with 
Stan Hema on this project was both inspiring and rewarding, exemplifying the power of design to unify and 
enhance a brand’s  presence.