Visual Identity Standards. Information and inquiries:

Transcription

1 Visual Identity Standards Information and inquiries:

2 Visual Identity Standards Video Introduction Where to start Pre-production Production Post-production Graphics On-campus resources Introduction When executed properly, video has the ability to inspire and motivate in a much more powerful manner than traditional marketing and communications tools. It is an excellent way to express a complex message quickly and concisely, a message that can be delivered cost-effectively to thousands of people across multiple platforms in a short period of time with consistency and accurate measurement of impact. The purpose of these standards is to standardize the way in which we package marketing and communications video footage at the University of Calgary so that it accurately and consistently reflects the institution s style and brand position. This information may be useful for video-production units contracted to help with university projects as well as for staff across the university who are producing their own footage to promote the university. These standards are not intended to influence video-production related to the delivery or capture of academic course content, though faculty and support staff may find them a useful reference. Basic video-production tips are included for those who may not be fully versed in the process Where to start To develop a quality video, begin by developing answers to these questions: 1. Why do you want to make a video? Is video the best medium for the message? Perhaps you want to communicate an important message or tell a story? Maybe you want to sell something or inspire a call to action? 2. What are you trying to say? Figure out your message(s) and decide what do you want your audience to think, feel, and do with that message. 3. To whom are you speaking? What is your audience like and why will/should they care about your video message or act on it? How old are they? What gender are they? Where do they live? What are their hot buttons? 4. How will the video be shared? Will you be airing it on broadcast, cable or satellite television? Distributing a DVD? Posting to the web? Screening it at an event? All of these affect creative recommendations, the schedule and the cost.

3 14.03 Pre-production 3 The pre-production phase is when you create a plan for your video project. Your production could be simple (a series of man-on-the-street interview clips, static shots of a talking head in a single location, little or no camera movement, no extraneous lighting or special effects) or complex (on-location filming, actors, action shots with multiple angles and cameras, multiple lighting effects, supplementary audio and voiceover tracks, special effects, etc.) Regardless, you need to make some decisions: Can you produce this video on your own or will you engage a videoproduction service provider? If the latter, do you have a defined budget? Who needs to be involved in the project? Is there a team of people? If yes, how many production meetings will you need (if any) and when? Who has to approve your work before it is finalized? When will you engage them in the process? Working with a video-production company If you plan to work with a video-production service provider, they will help to frame the project and the shoot schedule using tools such as work-back schedules, storyboards, sketches of visual treatments, outline/script, location and talent scouting plans (visual, voiceover etc.), and a budget. The following steps will help you to commission work with a video-production service provider: 1. Develop your idea If you are based in a faculty or unit, it may help you to contact your faculty/ unit marketing communications staff or to engage the Marketing team in the University Relations division. They can offer guidance on process, connect you to existing materials that may be of use, and provide advice on how to find and qualify a suitable supplier. They can also help you think through the four initial questions noted above. expectations in terms of their response (e.g., a basic quote or outline approach (for smaller, lower budget work), or a more detailed proposal (for larger, higher budget work)). Consider any other related work that you may need in the near future this can be included in the brief to help the suppliers understand the full scope of your needs. 3. Find a production house If for any reason an on-campus resource does not meet your video s needs, Supply Chain Management (SCM) at the University of Calgary is committed to acquiring goods or services through open and transparent competitive bidding, tendering and sole/single-sourcing procurement processes. Refer to the procurement handbook for details: ucalgary.ca/finance/files/finance/ PurchasingHandbook.pdf Start by assessing the resources available to you on campus (see list at the end of this document). Then, if necessary, engage the Marketing team within the University Relations division for external supplier recommendations specific to your project. 4. Evaluate supplier responses When large video projects are tendered, the Marketing team within the University Relations division can assist with the evaluation of videoproduction service suppliers. 5. Select and orient a supplier Once you have selected a supplier, be sure to connect them with the Marketing team within the University Relations division for an orientation to the university brand and provision of the necessary visual identity elements. 2. Write a project brief Download and complete this standard project brief template (ucalgary.ca /universityrelations/marketing/projects). Include as much detail as possible when suppliers are working with unknowns or having to make assumptions, the costs to you are likely to increase. Clearly state your

4 4 Producing a video on your own You may have access to video-capture and editing equipment, and wish to produce a gritty, homespun-style video for optimal authenticity. The following steps will help you to organize and complete your work: 1. Develop your idea If you are based in a faculty or unit, it may help you to contact your faculty/unit marketing communications staff to work through your idea and consider the needs of your audience(s). 2. Write a project brief Download and complete this standard project brief template (ucalgary.ca/universityrelations/marketing/projects). Include as much detail as possible so that you can organize all of your thoughts and requirements before you begin. 3. Produce a storyboard and/or a script A storyboard is a sequence of drawings, typically with some directions and dialogue, representing the shots planned for a movie or television production. This can be done on paper or you could try the Storyboard Composer iphone app ($14.99). A script is a document that outlines every aural, visual, behavioral, and lingual element required to tell a story. A script for your video may look something like this: Scene # Scene Name Shot Duration Action Dialogue Music/SFX Notes 1 Building entry Pan from right to left as Jane enters front door 2 Cross lobby From inside door, pan right to left to follow Jane across lobby, past portrait and up stairs 3 Enter interview room Close-up on door, framed to include room number and name plaque 5 sec Jane walks up path and into front door 5 sec Jane crosses lobby, glances at portrait and carries on 5 sec Jane hesitates, knocks on door gently, enters - Birds, voices, footsteps Jane: Morning Sam Jane: (breath intake) Max: Come in (muffled) Footsteps, sounds of voices inside building Door knock, slight squeak when door opened Careful of sun position and vehicles in shot behind actor Ensure lobby floor is shiny, windows on glass doors are cleaned Prop: door plaque and number

5 14.04 Production 5 If you are working with a video-production service provider, they will organize the shoot and advise you of your roles and responsibilities. If you are producing a video on your own, you may need some of all of the following resources for a single-camera shoot: People Producer: oversees the whole process of making the video, including financial, staffing and administrative matters. Director: responsible for the look of the video, making decisions about such things as cameras, lenses, lighting, color scheme, and shot composition. Videographer: operates the camera, capturing the desired content. Video editor: selects clips, edits and manipulates footage and supporting text/graphics to create the complete video. Audio engineer: records, edits, manipulates, mixes, and masters sound to create the video s audio track. Interview subjects. Actors (live and/or voice). Makeup person. Equipment Video camera (+ extra battery packs, memory cards): High or standard definition will depend on desired distribution. Tripod Lighting, tape for cables Microphones: a boom mic, lavaliere (lapel) mic, wind sock (if filming outside) Stage/platform, seating Props Note: A wind sock is a windshield for a microphone; it is made of artificial fur or foam and is designed to minimize wind noise while remaining acoustically transparent. You may choose to produce your video solo and completely unscripted, for example, by simply preparing a list of questions and selecting random passersby who are willing to provide you with a response on camera. In this case, you will still need to consider the setting, camera angles, audio capture (a good mic is critical, used in close proximity to the voice or mouth, especially in busy public spaces), and how you will identify your subjects on screen. It is best to be prepared before capturing footage you may not be able to use. Format and aspect ratio It is important when shooting to consider the multiple different ways the video might be watched (television, web browser, plasma screen, ipad, smart phone, etc). For quality and flexibility of the final video product, the default aspect ratio for footage should be 16:9 widescreen. If possible, shoot video in full high-definition (HD) at 1920 x 1080 pixels. This is high-enough resolution for plasma screens and quality streaming, but can easily be compressed for lower bandwidth. For online video, a typical dimension would be 640 x 360 pixels, however if the video is shot in HD, the encoder should scale accordingly, meaning it should work for YouTube, Vimeo, etc. Sound Consider capturing audio separately to ensure the highest quality and fewest ambient distractions. Consider the nature of audio needed (stereo, surround) and use capture devices or high-quality mics as appropriate. Shooting style Simple shots cut together in a way that best illustrates the narrative works best. Avoid extreme angles ( Dutch tilt ). Avoid shooting that will produce frequent cuts in the final video: this can trigger photosensitive epilepsy in some individuals. Do not zoom in and out it is not a natural eye movement. Frame the subject using the rule of thirds. Imagine a tic-tac-toe board where the lines intersect in four spots and frame the action using one or more of those spots, keeping the subject out of the centre square.

6 6 Interviews Make the background look interesting but keep it simple and clutter-free. Try to use natural light so that it falls on your subject not behind them (i.e. do not position them in front of a window as they will appear in silhouette. Consider adding or reflecting light to enhance your subject. Watch for background objects that may interact negatively with your subject on screen (e.g. plants, poles and structural features that may appear to be growing out of your subject s head) Ensure that the seating (if applicable) is level and does not squeak or scrape. Avoid chairs that swivel or roll. Position and sound-check lav mics to ensure good audio capture and tidy wiring. Ask your subject to remove excessive clunky jewelry that may cause unwanted noise in a lav mic. Avoid filming in loud or windy areas. Check shirt buttons (not gaping, use tape if necessary), collars (not flipped up), necklaces (clasp not showing), ties (not askew), hair (no distracting flyaways), face (not shining, powder is a useful tool to have handy). If you have the option of requesting wardrobe choices before the interview, request that the subject not wear all-white, herringbone, fine or checkered patterns. Chat with your subject a bit before you get to your questions; it establishes a human connection and allows the sound technician to check the microphone levels. Off-camera interviews work well. Remember to ask open questions ( What appealed to you about this? not Did it appeal to you? which will get a yes or no answer). This is so the replies can be used as stand-alone sound-bites without the questions. Remember to ask your interviewees to start their answer within the context of the question ( The program appealed to me because ) Think about and capture cutaway shots or B-roll (supplementary footage that illustrate the narrative) that are relevant and copyright-free (see below). They should add to the story-telling, not just cover up an edit. It is best to discuss these with the interviewer as they will be a good source, either as something you can film at the time of the interview (e.g. them walking away or engaging with other subjects) or they may have access to relevant stills or footage (ensure they have copyright clearance on anything they provide). Location and talent preparation Ensure that you have permission to shoot in the locations you have selected. Begin by contacting Meetings & Special Events, which manages on-campus film permissions. Note that any top-of-building access requires special safety training in advance. Prior to the day of the shoot, ensure that health and safety dependencies are considered, insurance certificates are in place, and that any high-risk activities be approved by Risk Management (ucalgary.ca/mse). Depending on location and time of shoot (e.g. if you have videographers on campus in your absence for set-up etc.), alert Campus Security (ucalgary.ca/ riskmgmt) and Meetings & Special Events (ucalgary.ca/mse) that there will be a film crew on campus and obtain permission to shoot. Before filming subjects, ensure you secure their permission with a model/ talent release. Download the consent form (ucalgary.ca/universityrelations/ marketing/council) and ensure that you maintain the completed versions. Ideally you should obtain permission to use still and moving images, as well as voice in print, web or stand-alone DVDs. If the subject of the clip is a large group at a public event, then permission is not required. If it s a small group it is best to gain permission if possible. If minors/children are involved in the shoot, you must download the consent form (ucalgary.ca/universityrelations/marketing/council) and obtain full parental permission before using any footage. When filming on campus or at an event (internal or external), post signs that make people aware that the event is being recorded. This will enable those who do not want to be captured to not be in proximity to cameras and to maintain their privacy. Example: FILMING IN PROGRESS We re making a video for the University of Calgary. If you d prefer not to be in it, please avoid this area. Thank you!

7 14.05 Post-production 7 After the video shoot(s), you or your production team will review and log the footage, importing it into a video-editing workstation and marking what action happens in which piece. From there, the pieces are combined into a rough edit. Music, narration, motion graphics, and sound effects are added, but may evolve as the piece progresses. The rough edit gives a sense of the structure of the video but may not include final versions of elements that are time-intensive to create for example, a still image may stand in for what will ultimately become a motion graphic. A common technique in post-production is to enhance footage using colour grading to create specific effects and moods. This should be considered carefully as creating moods and effects can detract from video quality and compromise the professional appearance of the final product. If you are working with a supplier, this is when you will review the video rough cut to approve the given direction and provide any changes required. You may want to bring in your approvers at this stage to gather feedback before you make any further commitments. With this feedback, a final edit will be produced for approval. Once approved, the video will be packaged and output for the channels you identified at the beginning of the project.

8 14.06 Graphics 8 Motion graphics The motion intro and extro are animations with the university logo in full colour. These are available as.mov files and are intended to go at the head and tail of official university videos. The clips are provided in 1080p format and can be imported into Abobe AfterEffects, FinalCut, imovie, Adobe Premiere and other editing software. Intro (9.0 seconds) Extro (9.0 seconds) University Relations also makes available root AfterEffects source files on request. Custom wipes/transitions Left and right directional wipes are available to be used as transitions between movie clips. These should be used to transition between major sections of a story and not between every clip cut. To request files please contact University Relations Marketing. Left Wipe Right Wipe

9 Intro and Extro Slate The basic intro and extro is a static slate with the university logo in full colour with white type. The logo must be placed with standard minimum spacing as outlined in chapter 1.0 Logo and Visual Identity, section A simple scaling effect can be added to animated the logo but it cannot scale more that 10 per cent from start to finish and in no less that five seconds. A dissolve at the head and/or tail of the intro or extro to black is also acceptable. Use the logo as a single unit and do not break its elements apart. Do not fly the logo into or out of frame or add any type of visual effect. 16x9 Full HD Framing Safe Titling 4x3 HD Framing 9 The black field behind the logo must be R0/G0/B0. Adhere to minimum safe titling for different video formats. Titles Titles must be set in Calibri. For headlines including people s names set in Calibri Regular at 40 points. For sub-titles including job titles, set in Calibri Regular at 24 points. Bisect the two lines with a two-pixel white line running from the left edge of the frame and extending past the last letter in the name by a width of two Cs. The baseline of the headline must be 12 px above the 2 px white line and the sub-head must be 12 px below the white line. Set tracking at zero. Do not track out the text. Use only white or black text colour for optimal screen contrast. A HD-formatted Photoshop file with basic elements is available on request at brand@ucalgary.ca.

10 10 Visual Identification All videos released as University of Calgary videos must incorporate the standard university opening and closing credits, logo and captions. Master files designed for use with professional video-editing packages (Final Cut, Avid and Premiere) are available for download by contacting University Relations at Copyright considerations Copyright protects the form in which literary, artistic, musical and dramatic works are expressed. In Canada, copyright exists once a work is expressed in fixed form; no special registration needs to take place. Copyright usually resides with the creator of the work and exists in most work for 50 years after the death of the creator. The University of Calgary encourages access to works while ensuring that the rights of creators are respected in accordance with the Copyright Act. It is the responsibility of each individual to ensure compliance with copyright regulations. If you are interested in using music or images in your video that may be copyrighted material, begin by visiting the University of Calgary Library website section on copyright (library.ucalgary.ca/copyright). It is often easier to purchase and use royalty-free music tracks and images. Avoid product placement (e.g., prominent can of branded soda or branded clothing) in your video. Completion checklist All videos should be assessed against the following criteria before they air: Branding / visual identity Does the video use the correct University of Calgary brand assets? Technical Is the video shot in the correct 16:9 aspect ratio? Is the video shot in HD at 1080p? Has the audio been captured separately? Is the audio mix in a stereo / surround format? People Has everyone provided their written consent to be filmed? If children feature in the video have they received permission from their parent or guardian? Content Is there anything in the content that is inappopriate or requires removal? Style and tone Does the video meet the standards of quality that our audience expects? Clearances If the video includes copyrighted content, has relevant permission been secured for images/audio/video?

11 14.07 On-campus resources 11 Com/Media Conference and Event support team Tel: , Provides audio and/or video recording of classes and events. If necessary, postproduction can be provided to produce DVDs or files suitable for presentations on the web. IT video production unit Tel: , Provides support for the entire video-production process, from consultation through to creation. Production services include scripting and storyboarding, video capture (using broadcast quality cameras and lenses), audio capture, and leveraging of equipment such as green screens, teleprompters, and special lighting. Post-production services include editing to integrate images, audio and music; incorporating titles, animated backgrounds, and audio tracks from an extensive library; encoding and compressing files for distribution in the best format for your application; and DVD authoring, where menus, buttons, and navigation can be customized to create a multipurpose asset for training, communication and presentation. University Relations Marketing team brand@ucalgary.ca Provides visual identity guidelines for video, as well as standard university video assets (e.g. bumpers, supporting graphics), art direction, waivers, and support for engaging outside video-production companies.