Sparkasse DSGV - Motion- & Interaction Design

Sparkasse

New dynamic for an iconic Brand

01Overview

Motion & Interaction Design as a Game Changer for a Digital Brand

A new motion design for Sparkasse – one of Germany's most traditional and well-known banks and Europe's largest financial group.

Brands need motion. In an increasingly digital world, motion design is no longer a nice-to-have, but a central element of modern brand management. It creates attention, conveys attitude, strengthens recognition – and makes brands tangible.

Strong motion design directly benefits the brand. It harmonizes storytelling, engagement, user experience, and brand identity, ensuring consistency. That's why Sparkasse is taking the next step: together with Strichpunkt, the familiar brand identity has been rethought – and consistently set in motion.

A Brand Comes to Life

Sparkasse is one of Germany's strongest brands – approachable, optimistic, clear, and competent. For generations, it has stood by people's sides, accompanying them through all phases of life.

We have translated this attitude into motion: with a motion system that picks up familiar brand elements, rethinks them, and gives them new life. Clear principles create motion sequences that communicate content simply, understandably, and with attitude.

This has resulted in a system for over 350 Sparkassen – consistent and flexible at the same time. It strengthens the brand, makes it tangible, and ensures a contemporary appearance across all digital touchpoints.

"The most distinctive visual evolution of the Sparkasse-S in two decades and a brand that has been brought to life: It doesn't always need a complete rebranding. If motion and interaction design are thought through excellently, they can change a brand. Tangible. Sustainably. And with impact."

Peter Matz
Studiolead Strichpunkt Berlin/Hamburg

02The Coin

Tradition Meets Dynamism

The Coin

A symbol of trust, reliability – and the power of an idea: The coin brings a piece of brand history into motion.

Inspired by Lois Gaigg's iconic design idea from 1938 – the Sparkassen-S as a stylized piggy bank, crowned by an inserted coin – this image is reinterpreted in the logo animation. The coin detaches, moves, becomes alive.

This creates more than just a movement: an independent, distinctive element in motion design – elegantly connecting history and future.

"The new motion design takes up the design ideas of our iconic brand elements, rethinks them, brings them to life, and thus manages to connect history and future."

Silke Lehm
Co-Head of Newsroom of the Sparkassen Financial Group

03Design

Design

Motion design is more than an animated trademark: It is an integral part of a comprehensive motion system – consisting of clear principles, defined behavior of central brand elements, and fundamental animations for use in moving images.

The Principles Behind It

The movements are based on real life – they authentically reflect the brand's values and its closeness to people. This creates a characteristic movement language that shows attitude and builds trust.

The patterns for this are not abstract, but everyday: They are derived from typical interactions between people and Sparkassen – from withdrawing money at an ATM to logging into online banking to mobile transfers. From these moments, movement with meaning and substance emerges.

04Distribution

User-Oriented

Distribution

Single Source of Truth

A "Single Source of Truth" is the key to efficient use and consistent brand management. The digital brand portal bundles all guidelines and assets in one place – from video elements and toolkits to HTML templates for digital banners. Clearly structured, easily accessible, and always up-to-date. To the Brand Portal

Documentation

For a system to become lived practice, clarity is needed. All components are comprehensibly documented – compact, understandable, and applicable. As little as necessary, as much as needed – for smooth use and continuous development.

Video-Toolkit

Decentralized brands need central solutions. The video toolkit enables efficient, scalable production of motion design content – whether in social media editorial offices or in film production.

Thanks to automated adaptation options, the toolkit empowers a wide range of users to easily implement and individually design brand-defining animations – quickly, consistently, and in the right look.