Adaptation for various channels

Audiovisual content from MTU Aero Engines is used for a wide variety of communication channels—from international trade fair appearances and social media to internal communication and recruiting campaigns. Each channel has its own requirements in terms of use case, attention span, format, and perception.

Content is adapted in order to prepare it for a specific media channel without changing the visual identity of the brand. The MTU brand world thus remains consistent, recognizable, and of high quality at all times—regardless of the playout format or end device.

Cross-channel adaptation is based on the following principles:

• Consistent brand perception
• Platform-aligned design
• Technical quality
• Accessibility

Consistent brand perception

Regardless of the channel, audiovisual content must remain clearly recognizable as MTU communication at all times. This is ensured by the consistent use of typography, color scheme, visual language, and branding elements.
Any adaptation for a particular channel shouldn’t change the brand identity, but merely interpret it to suit the media in question.

Platform-aligned design

Each media channel has its own usage mechanisms and viewing habits. Content must therefore be adapted to the respective platform in order to ensure optimum perception and comprehensibility.

The following principles apply:

• Prioritize content for mobile use
• Ensure readability on small displays
• Adapt information density to attention spans

Technical quality

Audiovisual content must be produced and provided at a consistently high level of technical quality. This includes suitable resolution, high image and sound quality, and platform-aligned export formats. The aim is to achieve a professional and reliable perception of the brand across all media channels.

Accessibility

Audiovisual content from MTU Aero Engines must be clearly understandable and easily accessible regardless of language, end device, or use case. This calls for sufficiently high contrasts, easily legible font sizes, and clear information hierarchies. Subtitles support comprehensibility even without sound, while calm, controlled movements ensure a pleasant viewing experience on all devices.

Social media

Social media content must grab the user’s attention as quickly as possible while simultaneously ensuring clear brand perception. It must be optimized for mobile devices and be easy to grasp and understand, even without sound.

Corporate communications

Corporate content serves the long-term positioning of the brand and conveys expertise, innovative strength, and technological excellence. Its design is calmer, more precise, and of higher quality.

Recruiting and employer branding

Recruiting content focuses more on people, collaboration, and work culture. The communication should have a more authentic, approachable, and dynamic appearance without diminishing the perception of the brand as high quality.

Internal communications

Content for internal communications serves to convey information quickly and comprehensibly within the company. Its design is functional, controlled, and clearly structured, but remains consistent with the visual identity of MTU Aero Engines at all times. Information must be structured in a way that’s quick and easy to understand in order to reliably reach employees worldwide.

For in-house production, standardized elements such as openers, closers, and lower thirds are available in Clipchamp and Camtasia, for example, to ensure a uniform brand presence.