Motion Principles

Guidelines for marketing animation and motion design

Empowered → Elevated

By using motion that is literally uplifting, we connect to our brand character of empowering our customers.

Confident → Focused

We use a sense of focus in our motion identity to communicate the confidence we can instill.

Inspired → Dynamic

When the time’s right, we’re dynamic. This inspires excitement and movement about Dialpad.

Motion Behavior

Motion graphics should always use our consistent motion curve as illustrated here.

Animating in should use the ease out curve:
cubic-bezier(0.35,0,0.1,1).

Animating out should be reversed using ease in curve:
cubic-bezier(0.9,0,0.65,1).

Related CSS Utilities

Dialtone offers Transition CSS Utilities for Product UI.

Animate in (ease-out)

cubic-bezier(0.35,0,0.1,1)

Animate out (ease-in)

cubic-bezier(0.9,0,0.65,1)

Elevate

Move up & fade In

Scale up

Diagonal scale from left corner with fade in. Animate out to right corner with fade out.

Scale out

Scale in from center with fade in. Scale out to center with fade out.

Transform

Modules can dynamically transform and shape to accommodate layout shifts.

Motion Principles documentation last updated Thursday, June 18, 2026