腾讯文档周年品牌视频设计方法

腾讯ISUX

发布于 2022-05-23 11:10:36

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发布于 2022-05-23 11:10:36

文章被收录于专栏：腾讯社交用户体验设计

一、概述 Overview

关于腾讯文档 | About Tencent Docs

腾讯文档自2018年4月上线以来，为众多用户提供服务，已积累超过30亿份文档。如今腾讯文档已经成为在线办公产品中大规模沟通协作的纽带，让更多的人将零碎分散的信息统一起来，优化信息流效率，提高办公、教育等各种情境下的协作效率。凭借这些提高工作效率、提升沟通便捷的优势，很多人都选择使用腾讯文档来办公。

Tencent Docs has been used by so many users since its launch in April 2018 that it has accumulated more than 3 billion documents for its users. Tencent Docs has become a link for large-scale communication and collaboration in online office products, allowing more people to unify dispersed information, optimize the efficiency of information flow, and improve collaboration efficiency in various situations such as office, education. With these advantages of high work efficiency and easy communication, many people are still using Tencent Docs.

到目前为止，腾讯文档一直是众多用户高效工作和沟通的得力助手。今年是腾讯文档成立4周年，为了更好地展望未来发展，腾讯文档制作了一个全新的品牌视频。

Tencent Docs has been a strong pillar of high work efficiency and communication for many users until now. Tencent Docs, which is celebrating its 4th anniversary this year, has produced a new brand video for a better vision and development in the future.

二、准备阶段 Pre - product

1、关键字 | Keyword

该视频的策划基于腾讯文档的三个关键词：在线协作、多端同步、安全高效。

The video was planned based on the three keywords of Tencent Docs: cooperation, synchronization, and security.

2、视觉理念 | Visual Motifs

视频的主题设定为以腾讯文档的logo为中心，也是整个视频的基本对象。通过将腾讯文档的logo从平面的2D变为立体的3D物体，进一步最大化了3D带来的空间感。

The motif for the video is set to become the basic object of the entire video, centering on the logo of Tencent Docs. By changing the Tencent Docs logo from a flat 2D to a three-dimensional 3D object, the sense of space brought by 3D was further maximized.

然后通过为这3D基础形态赋予一种动态（旋转），来表现其动作特征和个性表达。

By giving a movement motive to the basic motive figure defined as a logo, the characteristics and characteristics of movement are expressed.

同一方向的旋转可以展现物体的方向和目标。而当这个旋转体由个体变成群体旋转时，它们不仅能呈现群体的目标和方向，还可以体现出它们的流动性和氛围感。

Rotation in one direction can express the direction and goal of the object as it is. And when the rotating object in one direction becomes a group, it can be expressed not only in the group's goal and direction,but also in the flow and atmosphere.

磁性——因磁场引力让物体与物体间互相吸引的力量。利用磁力效果可以将各种形态的物体结合在一起，从而表现出合二为一的特质。

Magnetism is the force that binds objects to objects. By using this magnetic force, objects of different personalities can be combined to show the character of becoming one.

3、情绪板 | Mood board

在视频的整体氛围中，我们使用了腾讯文档的识别色--蓝色和白色，以及透明玻璃材质。考虑到蓝色立方体是腾讯文档的基本图形，我们将立方体放在了主视觉的中心位置。

Tencent Docs identity colors, blue and white, and transparent glass materials were used in overall atmosphere of the video. And thinking of the blue cube as a basic motif of Tencent Doc, we have placed the cube at the center of the main visuals.

4、分镜 | Story board

我们努力塑造一个具体的形象，来表达腾讯文档的核心功能和价值。我们通过小立方体的移动和屏幕变化来传达文档“同时创建”的功能特征，这也是分镜的主题所在。

Based on the core functions and values of Tencent Doc, we worked to create a concrete image. The storyboard was created while considering the movement and screen change of small cubes to express the theme.

三、后期制作 Post - product

1、动画 | Animation

在动画阶段，我们更专注于摄像机镜头的运镜和光效，而不是元素间的运动。因此在保持动画对象运动的同时，场景构图方面没有任何差别。

In the animation stage, rather than the movement of objects, we focused on the camera movement and lighting. So there was no difficulty in scene composition while maintaining the movement of the animated object.

2、素材 | Material

视频中，我们使用了透明、非透明、哑光、光泽的材质效果。虽然应用了多种材质的立方体，但我们试图还是通过品牌色调来统一整体视觉印象。

In this video, shaders of transparent, opaque, matte, glossy materials were used. Although the cubes are applied in different materials, we tried to make the scenes to be harmonized in one tone.

3、渲染合成 | Composite

在渲染了基本路径(漫反射、原始光、折射、反射、rgb等)的图像后，我们将它们连接起来。此时，视频制作进度的重点是整体色彩和纹理的表达。

After rendering the images of the basic path (diffuse, raw light, refraction, reflection, rgb, etc.), we connected them together. At this time, the video production progress was carried out focusing on the overall color and texture expression.

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当这些透明的立方体围绕着某个方向自由移动和旋转时，其他的立方体就会出现，新立方体的形状表达了腾讯文档的核心价值："在线合作"、"多端同步 "和 "安全高效"。整个视频的基调和方式是基于腾讯文档的身份系统来表达的。

As those transparent cubes freely move and rotate around a certain direction, other cubes appear, and the shapes of newly created cubes express the core values of Tencent doc, ‘Cooperation’, ‘Synchronization’, and ‘Security’. The tone and manner of the whole video was expressed based on the identity system of Tencent doc.

腾讯文档自四年前推出以来，已经为中国无数用户带来了便利。这项服务使我们能够随时随地更新和与多人共享文件，最重要的是，安全地共享数据，已经能在我们的工作中实现了。

Since its launch four years ago, Tencent Doc has brought convenience to countless users in China. This service, which allows us to update and share documents with multiple people anytime, anywhere, and above all, safely share my data, is now in our work environment.

未来，腾讯文档将不断做出改变，了解用户的需求，提供更便利的环境。

In the future, Tencent Doc will constantly make changes to understand the needs of users and provide a more convenient environment.