HSE Video Branding and Style Guidelines

Transcription

1 HSE Video Branding and Style Guidelines

2 Table of Contents Overview 3 Edit Construction 4 Opening and Closing Screens 5 Partners logos 9 Text Only Screen 10 Persistent Logo 11 Lower-thirds 12 Use of Subtitles 13 Custom Thumbnails 14 Additional References 16

3 Overview How we brand and style our videos In addition to our brand and language guidelines, we ve produced this video style guide to bring greater consistency to video communication in the health services, and build trust with our audiences. By following this style guide, we will make our video content more readily identifiable to viewers, meaning they will become familiar with the style and associate it with a trusted source of health information. The associated Video Best Practice Guidelines will also assist you in working through a video project from the initial idea phase, right through to completion and promotion. We hope these guidelines help you to develop high quality videos that your viewers will value and that help you communicate your message effectively. Page 03

4 Page 04 Edit Construction How we assemble the various elements of our videos Use the following formula to assemble your video material: * Fade in opening screen Opening screen * Fade out opening screen Video content Fade in closing screen Closing screen 2 seconds of white Opening screens are optional, but should be used where a secondary logo or title is required. ** Four seconds is the minimum time recommended, but we must ensure title of video is on screen long enough to be read by viewer. 4s ** 1 0.5s 2 4s ** Video content 3 0.5s s s

5 Page 05 Example A Opening Screen How our videos should begin Video Title Lorem Ipsum Opening screens should be used in situations where you need to display: a secondary logo for example a hospital group or campaign logo a short title to provide additional context or information to your viewer before your video begins A template with either a white background featuring the full colour HSE logo, or a coloured background featuring the reversed version of the logo, is recommended. Example B Coloured backgrounds should be used when the campaign or programme has its own brand identity and colour scheme. If you do not wish to use a secondary logo, and do not need to display a title at the opening frame of your video, you can start straight to the first frame of footage. Important: The HSE watermark logo (see page 10) must be the only persistent logo throughout the duration of the video. Download the opening screen templates. Video Title Lorem Ipsum

6 Page 06 Opening Screen Example A - HSE logo only In situations where you don t need to display a secondary logo, but need to include an opening screen to display a title for your video, use a white background featuring the full colour HSE logo. Download the opening screen templates. Video Title Lorem Ipsum

7 Example A - HSE + additional logos (white background) Opening Screen Example B - HSE + additional logos Video Title Lorem Ipsum These examples show the application of the HSE logo associated with service organisations logos such as hospital groups and CHOs. The use of a coloured background is only applicable when the campaign/programme has its own brand identity and colour scheme. Example B - HSE + additional logos Examples include UL Hospital Group, QUIT, Under the Weather, breastfeeding.ie. Download the opening screen templates to include in your video. Video Title Lorem Ipsum Page 07

8 Example A - HSE + additional logos Closing Screen How our videos should end All videos should have a closing slide to encourage your audience to take an action such as sharing the video on social media or visiting a website see example top-right. Closing slides should only have one call to action. If there is no specific action you need users to take, include the related website URL at a minimum see example bottom-right. Check your symptoms at undertheweather.ie Example B - HSE logo only If you are using an opening screen, the closing screen must always use the same background colour. Download the closing screen templates. hse.ie Page 08

9 Partners logos How additional logos should be displayed Page 09 Example C - Logos separated by category In partnership with: LOGO 1 In situations where you need to display partners, funders and/or stakeholders logos, an additional screen should be added after the opening and before the closing screens.this screen should be displayed for a minimum of 4 seconds and the logos should be placed with enough clear space as shown on example C & D. LOGO 2 LOGO 3 LOGO 4 Funded by: LOGO 5 LOGO 6 Example D - All logos with equal importance Download the partner logos screen templates. With the support of: LOGO 1 LOGO 2 LOGO 3 LOGO 4 LOGO 5 LOGO 6 LOGO 7 LOGO 8 LOGO 9 LOGO 10 LOGO 11 LOGO 12

10 Page 10 Example 1 Text Only Screen There are two instances where a text only screen can be used: 1. To provide some additional context or information mid-video that isn t being delivered through the audio or video content The HSE provides all of Ireland s public health services in hospitals and communities across the country. 2. During training or educational videos, usually to staff, where additional information or a recap of key points needs to be delivered Example 2 It s important to ensure your viewers have enough time to read the text on screen. Action/Text Safe Zone Sample title Sample subheading Download the text only screen templates to include in your video. Arial Bold # R 0 G 104 B 87 Size: 40pt Sample text blurb duis autem vel eum iriure dolor in hendrerit in molestie consequat, vel illum dolore eu feugiat nulla facilisis at Sample Topic 1 Lorem ipsum dolor sit amet (when required) Topic 2 Lorem ipsum dolor sit amet Topic 3 Lorem ipsum dolor sit amet Action/Text Safe Zone Arial Bold # R 0 G 104 B 87 Size: 40pt Arial Bold #6F9C89 R 111 G 156 B 137 Size: 30pt Arial Regular # R 65 G 65 B 65 Size: 30pt

11 Page 12 x = the height of the HSE symbol Lower-thirds Lower-thirds refers to text that is positioned on the lower third area of the screen usually titles of interviewees. Use lower-thirds to identify people on their first speaking appearance. Identify each subject just once. x If a subheading, such as a title or department name, exceeds 80 characters, run it over two lines. Keep text within Action/Text Safe Zone and never let text go beyond the right or left margin. Please refer to the instructions on the right for guidance on font use. Download the lower-third positioning template. x Prof J Calvin Coffey Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh x x Arial Bold # R 0 G 104 B 87 Arial Italic (font size: 8pt smaller than Name s size) # Action/Text Safe Zone Text should be placed against a white rectangle (90% of opacity). The width may vary depending on the name, but the height should always be 200px

12 Page 11 Position the logo equidistant from the top and Persistent Logo HSE watermark right side of the screen by a distance equal to the height of the HSE symbol. x x = the height of the HSE symbol All videos should display the HSE watermark for videos for the full duration of the video - excluding opening and closing frames - in the bottom right corner of the screen, as shown here. No other logos should be visible for the full duration of the video. Secondary logos should only be featured in the opening and closing frames. Download the HSE watermark for videos. x x

13 Page 13 Arial Regular #FFFFFF R 250 G 250 B 250 Subtitles Subtitles can be added through your video editor or through the video manager on YouTube. The font should be white Open Sans Regular when available, if not, Arial Regular or Helvetica regular can be used as alternatives. The font size used will be dictated by your output size. Your text should be highly legible at all times even with compression applied. Subtitles should be centred on a black background at 85% opacity and should not exceed two lines. The preferred transition effects are a straight cut in and cut out. Please refer to the Video Best Practice Guidelines for more information on subtitle usage. 1/2x 1/2x Subtitles should be centred on a black background at 85% opacity and should not exceed two lines.. 1/2x x = the height of the HSE symbol 1/2x Action/Text Safe Zone

14 Custom Thumbnails Page 14 A Christmas Wish Here's how YouTube thumbnails look while browsing YouTube, or on a web page Video thumbnails let viewers see a quick snapshot of the video as they are browsing YouTube and other channels or when embedded on a web page. These are images you create yourself and attach to the video. You can take a screenshot of a visually engaging frame from your video. If necessary, you can also layer text over the thumbnail as shown on page 15 and opposite. YouTube gives you the option to upload custom thumbnails when you are finished uploading a video as a way to inform users of video content, but also as a way to engage and attract a user s attention. With this in mind, you should also consider using custom thumbnails on other channels - such as Facebook - when this option is available, to drive as much engagement as possible with the video content. A Christmas Wish

15 Page 15 Custom Thumbnails 60px 60px Encourage potential viewers to click play 60px Custom Thumbnails Specs The custom thumbnails must: 60px A Christmas Wish Have a resolution of 1920x1080 Be uploaded in image formats such as.jpg,.gif,.bmp, or.png. Remain under the 2MB limit. Use a 16:9 aspect ratio as it's the most used in YouTube players and previews. If adding text to your thumbnail image, try not to just repeat the title of the video Keep the text short - do not exceed 40 characters. Download the custom thumbnail template. Arial Bold # R 0 G 104 B 87 Size: 100pt

16 Page 16 Additional References Video Best Practice Guidelines When considering creating video content for your project, reference the HSE Video Best Practice Guidelines available to use alongside this document. The Video Best Practice Guidelines outline the recommended process and key things to consider when creating and promoting video content under the HSE brand and sub-brands. This should be your first port of call and includes information on defining target audiences, types of video to create and accessibility considerations. There are also worksheets included to help you plan your project effectively. Following this process as well as the styling specifications detailed in this document - will provide you with the tools needed to create high quality video content that gets results. Download Video Best Practice Guidelines. PLACEHOLDER COVER IMAGE

17 Got a question? Get in touch at digital@hse.ie