Our universal logo animation may appear at the beginning or end of content to create a clear bookend. As a primary brand asset, it follows the calm motion principle.

The intro animation opens on a Compassion Purple background with a white logo and transitions seamlessly into video using the calm motion principle. As the first element viewers see, it establishes a tone of compassion and subtle movement.

The outro animation mirrors the intro, with motion reversed. It concludes on a Compassion Purple background with a white logo. As the closing element, the outro reinforces a tone of compassion and subtle movement.

Transitions are a post-production technique used in video editing to connect one shot or visual element to another.

Standard transitions can be used in a variety of scenarios, from introducing a title board to transitioning between footage. They follow the balance motion principle and use Compassion Purple as the transition device.

Graphic device transitions introduce a new block of information, such as moving from footage to text. Like standard transitions, they follow the balance motion principle.

A transition moves the viewer from one frame to the next. Our transitions should remain simple and clean so they never distract from the content.

Video editors should transition between shots using:

• Straight cuts
• Simple dissolves to indicate passage of time, a change of location, a connection between related shots or a smooth move to a new scene
• A wipe effect using Compassion Purple
• Graphic device transitions

When animating paragraph text, maintain a calm pace to support comfortable reading for global audiences. Keep text stationary and left-aligned. Animate opacity in and out as a single block from beginning to end.

If animation is paired with music, align the timing carefully so the rhythm reinforces key moments and supports the narrative.

When animating headline text over footage or static imagery, ensure the text remains the primary focus. Footage should support the message without distracting, creating a balanced and coordinated flow between elements.

A lower third combines text and graphic elements placed in the lower portion of the screen to provide additional context or identify a speaker.

Lower thirds provide additional context within a video, such as identifying a speaker or indicating a location.

Use the version that includes the GE HealthCare logo for external content or when the speaker represents an external organization. In line with the concise motion principle, movement should remain deliberate and direct.

Lower thirds are graphic text elements placed within the lower portion of the title-safe area to provide identification, labeling or additional information. They may appear with or without motion.

If the shot duration allows for animation, apply the concise motion principle with deliberate and direct movement. Introduce on-camera speakers with their name, title and organization on first appearance. Font size may vary based on length, but default to 32-point type for the name and 18-point type for the title and organization.

Select the lower third format based on the speaker’s relationship to GE HealthCare and whether subtitles are present:

• With GE HealthCare logo
• Without GE HealthCare logo
• With subtitles

We are a global organization serving audiences who speak many languages. Use subtitles in all videos to ensure the message is clear and accessible.

Use subtitles:

• In the audience’s language when the audio is in English but the video is intended for non-English speakers
• In English when the audio is in another language or when sound may not be heard, such as in loud trade show
 environments or muted social media playback

Subtitles should fade in and out smoothly. Use font sizes between 28 and 32 points. Place white text over a black color block set at 55% opacity to maintain legibility.

Set subtitle text in our corporate typefaces, Source Sans Pro or Source Han Sans.

Video graphics offer an advantage over print graphics because motion can reinforce the message and add context to the story. Animate graphics with balance, clarity and purpose. For guidance on using the graphic device correctly, refer to the Principles section of the Brand Guidelines.

On-screen text can serve many purposes, from labeling key elements to reinforcing important points or replacing narration entirely. In environments such as trade shows or social media, audio may be muted, so on-screen text must clearly communicate the message.

Keep text concise and easy to read. Prioritize legibility while maintaining visual balance. Use a minimum font size of 28 points.

The GE HealthCare graphic device begins as a base square that can expand or contract vertically or horizontally as needed. Its rounded corners have a .125 in radius that scales proportionally. Use it to support legibility, draw attention and maintain brand consistency.