Graphics Interchange Format

Graphical elements

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GIF

GIF Guidelines

What is a GIF?

A GIF, short for Graphics Interchange Format, is a type of image file format that supports both static and animated images.

Unlike other image formats like JPEG or PNG, GIFs can contain multiple images or frames that are displayed in a sequence, creating the illusion of motion or animation.

GIFs are widely used on the internet and in digital communication to convey emotions, reactions, or to share short, animated clips or snippets. They are typically small in file size and can be easily shared and viewed on various platforms and devices.

How to use GIFs in business context

General guideline

GIFs are a popular and engaging visual format that can be effectively utilized in the business context.

Whether it's simplifying complex concepts, showcasing products or services, or enhancing storytelling, GIFs offer a dynamic and interactive way to grab the attention of employees, customers, or clients. They allow to convey emotions, humor, and reactions, making communication more memorable and captivating.

With their easy sharing capabilities and the ability to break the monotony of text-heavy content, GIFs provide a convenient and entertaining means to strengthen brand identity, connect with the audience, and create a positive and engaging atmosphere.

Do’s

  • Use GIFs sparingly and purposefully to grab the attention of employees or customers
  • Consider whether a GIF is truly necessary or if another form of visual support such as images or videos would be more appropriate – use GIFs supplementary!
  • Consider the company culture and context to ensure that the GIFs appropriately support the message
  • Use GIFs to convey humor or positive emotions, but be mindful that they do not distract or overshadow the main message
  • Remember that not all employees or customers may like or understand GIFs, so use them cautiously and observe reactions

Don'ts

  • Please do not use GIFs on the BASF.com website to ensure a professional appearance
  • Avoid using GIFs with political, religious, or controversial content to prevent misunderstandings or conflicts
  • Don't use GIFs that may be offensive, discriminatory, or disrespectful to any individuals or groups
  • Avoid using GIFs that may violate copyright or intellectual property rights
  • Do not select GIFs that are inappropriate and unprofessional

Creating your own BASF GIF

Please make sure that self-created GIFs follow the general design guidelines of our Brandportal

  • BASF-Logo should be integrated
  • Font: Helvetica
  • BASF corporate colors should be used whenever possible
  • Make sure to use photos that are following the Photo Styleguide

Tips

  • A GIF can also be created by using a static picture and adding animated text
  • Pay attention to the file size of the GIFs to ensure they load quickly and do not hinder communication

Using existing GIFs from internet platforms 

  • Find a variety of GIFs within online tools, the most famous platform is GIPHY GIPHY - Be Animated
  • When using GIFs from external platforms, please make sure to follow the general guideline to use them appropriate (e.g. no discrimination etc.)
  • BASF style guide does not need to be considered
  • Info: use the GIPHY integration within MS Teams, to add GIFs to your private conversations or group chats

Video vs. GIF

Video GIF

Format

 Typically saved in formats such as MP4, AVI, or MOV, and can contain both audio and visual elements

Type of image file format that supports animation, consist of a series of frames played in sequence
Functionality 

Longer duration, possibility of more complex and detailed story. More creativity in terms of camera angles, transitions, and special effects

 Shorter duration and are usually limited to a few seconds. Often used to convey a specific emotion, reaction, or highlight a specific moment
Size

Larger file sizes due to their higher quality and longer duration

 Smaller file sizes and are generally quicker to load or share
Playback Videos can be played on various platforms, such as TVs, computers, and mobile devices. They can be paused, rewound, and fast-forwarded Commonly used on websites, social media platforms, and messaging apps. They play automatically in a loop and usually cannot be paused or controlled