Video style guide 113
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1 Video style guide 113
2 Video style guide - introduction The purpose of the Video Style Guide is to ensure a consistent look and feel across all of JCU s video output. The objective is to build strong brand recognition across all of our platforms and distribution channels. Our brand identity supports the University s strategic intent of, A brighter future for life in the tropics, worldwide. * The brand personality traits that underpin our visual identity are: outgoing, bright, direct, results-oriented and articulate. For the JCU brand this means: Outgoing Worldly, adventurous Bright Vibrant, optimistic Direct No-nonsense, down-to-earth Results-oriented Helpful, hands-on, practical, realistic. We get things done Articulate Clear, compelling. JCU brand manual
3 Video style guide - the production process Video output is a vital part of the University s brand and works handin-hand with other elements of marketing output such as publications, signage and social media, amongst others. If your department is planning to produce video output, it is critical you discuss your intentions with the Marketing Directorate before production begins; this will ensure that all elements of brand output are working as a coherent and effective whole. Contact the Marketing Directorate at: marketing@jcu.edu.au Subject: Video content Pre-Production. It is important to outline the objectives of your video prior to production in the form of a one-page proposal. This proposal will address, The purpose of the video: what message does the video want to convey? Who is the target audience? Duration. See below in Distribution Channels regarding duration of particular video output The casting: who will be the main talent in the video? What will they say and/or do? Scenes: a breakdown of the key scenes and what message they are designed to convey? Locations: where are the principal locations for the video? Brand: how will the choice of framing, location, casting, graphics, music etc reflect the University s brand values? Distribution: for what platforms is the video intended? On commencement, each production will be given a production number that will be used to identify the production in the JCU Archive (see below). On completion, the proposal must be submitted to and discussed with the Marketing Directorate for approval prior to shooting. Post-Production. Once an initial cut is complete ( the rough cut ) this must be shown to the Marketing Directorate for feedback. Once feedback is received, the cut can be finalised ( the fine cut ). The fine cut is then shown to the Marketing Directorate for final approval and uploaded to the relevant distribution channel. JCU brand manual
4 Video style guide - the frame ASPECT RATIO All JCU video output should be composed for 16:9 Aspect Ratio. In short, Aspect Ratio is the relationship of width (16) to height (9) and all up-to-date broadcast and on-line product is composed for this Aspect Ratio 16:9 Aspect Ratio JCU brand manual
5 Video style guide - action safe area and title safe area ACTION SAFE AREA Within the 16:9 frame, is another area called the Action Safe area within which all action should be framed TITLE SAFE AREA This is the area of the frame in which all text and graphics are clearly visible Action Safe Area Title Safe Area 16:9 Aspect Ratio JCU brand manual
6 Video style guide - framing Framing how we frame subjects on the screen is critical to the effectiveness of video output but is also a critical part of JCU s branding message. When framing for an interview, make sure that: The interviewee is within the Action Safe area The interviewee is biased either to the left or right of frame Action Safe Area Title Safe Area Action Safe Area Title Safe Area Action Safe Area Title Safe Area JCU brand manual
7 Video style guide - framing It is distracting and distancing when interviewees look too far to the right or left of frame. Make sure that the interviewees eye-line is as close to the edge of the lens as possible, this will bring their eyes into closer alignment with the audience;. To achieve this, the interviewer should position their head as close to the lens or matte box as possible and on the same eye-level as the interviewee. Note: Please alternate the direction of interviewees eye-lines when shooting a number of interviewees for the same project. So, the first interviewee might look from right to left, the second from left to right. Variation in eye-line will help when cutting directly from one interviewee to another. CORRECT EYELINE INCORRECT EYELINE JCU brand manual
8 Video style guide - framing BACKGROUND FOR INTERVIEWS For interior interviews, it s preferable that the location is relevant to the subject. So, if the interviewee is a dentistry student or part of the dentistry college, shoot the interview in a dentistry setting. JCU brand manual
9 Video style guide - framing THE INTERVIEW LOCATION If the location cannot be specific to the subject of the video, then use a location that has plenty of background depth and makes a feature of JCU s built or natural environment. JCU brand manual
10 Video style guide - framing JCU is a community. If possible include human activity in the background but out-of-focus. JCU brand manual
11 Video style guide - framing JCU is the University of the Tropics so emphasise the tropical environment as much as possible. JCU brand manual
12 Video style guide - graphics FRONT CARD The first frame of every JCU video asset is the Front Card. The Front Card identifies that the asset is owned by and is promoting, JCU. JCU brand manual
13 Video style guide - graphics END CARD The very last image in of every JCU video asset is the End Card. As well as identifying the video as a JCU asset, the End Card also gives the opportunity for additional information relating to the video or information relating to a wider JCU marketing campaign. The arc space also allows for key messaging relevant to that specific video The end card must display JCU Circos Provider Code, 00117J JCU brand manual
14 Video style guide - graphics THE WATERMARK (AKA BUG ) From the first frame to the last, JCU s watermark, which is the logo and campus stack, is visible in the top right of frame and the bottom right of frame respectively. Logo watermark Action Safe Area Title Safe Area Campus stack watermark JCU brand manual
15 Video style guide - graphics SUPERS Contributor name in lower case text and Bliss Light font. Contributor profile in same text and font but a third of the size of name super (above) The supers background is a blue arc, a central motif in all JCU branding. The arc s colour gradient has a variable opacity dependent on the background. The arc can be represented in either green or blue. Note: The dark end of the colour gradient should appear under the text, and run to the light end at edge of screen. Nguyen Studying Information Technology Blue gradient: Dark blue: R46 G49 B146 Vibrant blue: R0 G190 B228 Green gradient: Dark green: R0 G166 B81 Vibrant green: R214 G224 B64 JCU brand manual
16 Video style guide - graphics The ARC super slides into frame from left or right of frame depending on the position of the interviewee JCU brand manual
17 Video style guide - graphics The ARC super slides into frame from left or right of frame depending on the position of the interviewee JCU brand manual
18 Video style guide - graphics POSITIONING SUPERS Supers should be on screen for between 5 and 7 seconds so the audience can digest the interviewee s name and profile. The super should be laid over uncut picture and sound of the interviewee. Supers are introduced when we see the interviewee for the first time in vision in an interview set-up. Title Safe Area Action Safe Area JCU brand manual
19 Video style guide - graphics STINGS A sting is a graphic device that helps to transition from one element of a story to the next; for example, from one location to the next or from one story beat to another. The sting is a valuable form of JCU branding. JCU stings are based on the Golden Section and the Fibonacci Spiral and underpin JCU s graphic language across a number of brand elements. Stings are 1 2 seconds in duration and will always be accompanied by a musical sting (see MUSIC section below) Please contact marketing@jcu.edu.au to obtain a copy of the graphics package. JCU brand manual
20 Video style guide - Interviewing The interview is one of the key elements in any production and the carrier of key messages for the University s brand. Below are some basic but essential tips for conducting an interview: INTRODUCTION. So editors can correctly caption the interviewee, the first question is always, Who are you? followed by, What do you do? RESPONSES. In most cases, there will be no narrator on JCU video output so the burden of getting across key messages in a coherent way falls to the interviewee. It is critical that the interviewee gives fully-formed responses to questions so, always ask the interviewee to fold the question into their response. For example, if an interviewee is asked, What s the most satisfying aspect of studying at James Cook University? the response should be, The most satisfying aspect of studying at James Cook University is An unqualified response such as, the staff or the facilities, will not work because there is no narrator teeing up the response. EYE LINE. The interviewee should always direct responses to the offcamera interviewer, not to camera. The interviewee s eye line should be as close to the camera lens as possible to create more intimacy with the viewer. Interviewers should sit as close to the lens or the matte box as possible. GLASSES. If a subject wears spectacles normally then they should be worn in the interviewee. However, be aware of camera or crew reflections in the lenses. Under no circumstances should sunglasses be worn in an interview. CLOTHING. Below are tips and hints about what to wear and what not to wear on camera: - Do not wear check patterns or patterns where dots or lines are superimposed on each other. This creates a moiré effect (shimmering) that is very distracting. - Hats should not be worn in interview but, if necessary or unavoidable, brims or brim shadow should not obscure interviewees eyes. - Avoid white or black clothing as they might distort video levels - Solid pastels are good on camera and won t affect skin tone - Keep jewellery to a minimum, it tends to distract the viewer from what s being said. - Avoid branded clothing - Avoid clothing with slogans, too distracting JCU BRANDED WEAR. It s desirable that participants who represent the University in a professional capacity such as academics should wear a shirt bearing the JCU logo JCU brand manual
21 Video style guide - interviewing SHOT SIZE As a rule of thumb, the preferred shot sizes for an interview are the MEDIUM CLOSE-UP (MCU) or the CLOSE-UP (CU). Always consider when deciding on a frame size for interviews the need to leave room for a watermark ( bug ) top and bottom of frame, and supers on a coloured arc to introduce the interviewee. MEDIUM CLOSE-UP (MCU) CLOSE-UP (CU) JCU brand manual
22 Video style guide - smart phones and mobile devices Lynda.com provides online, course-based video instruction for information technology, business, communications, design, education and creative skills. Below are links to relevant information about getting started with photo and video on your mobile devices. This engaging content can then be shared on James Cook University s social media platforms like Facebook, Instagram, Youtube and Twitter. The relevant information on each social media platform for videos can be found below. Link for Lynda Video for a student or staff member within James Cook University. Training/ html?org=jcu.edu.au Follow the link and watch section 8. Shooting Photos and Video, and Managing Your Photo Library Link for Lynda Video for non student and staff members at James Cook University Training/ html Follow the link and watch section 8. Shooting Photos and Video, and Managing Your Photo Library JCU brand manual
23 Video style guide - camera formats All JCU video output is in HD (High Definition) format, that is 1080p HD or 1920 x 1080 pixels, the truest form of High Definition available. All JCU video output is shot for Progressive scan (1080p) NOT Interlaced (1080i) CAMERA FORMAT There are many choices of camera available but below are some of the most commonly used with advice on desired settings. This list does not exclude other forms of HD camera but please check with the Marketing Directorate that the camera is capable of delivering the required imagery at required settings. Canon C300 or C100: Record at canon log, 25 progressive and 1/50 sec shutter F5 and FS7: Record in Mpeg HD using slog gamma 2 in 25p at 1/50 sec Canon 1DC: Please set to colour space Adobe RGB Neutral Picture style 0, sharpness -4, contrast,-2, saturation 0 colour tone Movie recording 25fps Low comp (intra frame, All-1) 1920 x PMW 200: 25P HD 422 mpeg 1920x1080 Sony AS7: Record in xavc and has the slog 2 setting as well XD Cam: 25 progressive, 1/50second shutter speed, HD Setting EX1R: 25 progressive, 1/50second shutter speed, HD Setting JCU brand manual
24 Video style guide - audio AUDIO When shooting sound, record a mix to camera and lay-off separate sound to a HDD, if possible. Mics to track 1, boom to track 2 All audio on HDD to be recorded: Bit depth 16bit Sample rate 48K File Type mono wav files Time Code 25fps File Size 2gb TIME CODE All camera and sound should record Time of Day JCU brand manual
25 Video style guide - music use All music used in JCU video output must be cleared for use; to use music without the permission of the rights holder is an infringement of copyright. JCU has arranged a blanket deal with Universal Publishing Production Music (UPM) to give producers working on behalf of JCU access to their extensive libraries. To access UPM s library contact the Marketing Directorate who will provide you with a web login. Every track used must be paid for so factor this into production budgets. Our brand identity supports the University s strategic intent of, A brighter future for life in the tropics, worldwide. * The brand personality traits that underpin our visual identity are: outgoing, bright, direct, results-oriented and articulate. For the JCU brand this means: Outgoing Worldly, adventurous Bright Vibrant, optimistic Direct No-nonsense, down-to-earth Results-oriented Helpful, hands-on, practical, realistic. We get things done Articulate Clear, compelling. JCU brand manual
26 Video style guide - distribution channels: YouTube Once a video product is finalised and approved by the Marketing Directorate, the video will be exhibited on one or more of JCU s distribution channels. JCU distributes on the following platforms; YOUTUBE The James Cook University YouTube Channel is our official YouTube Channel and is managed by the Digital Marketing Team. Its focus is on: Attracting future students: course-related content and student work; the student experience involving study and student life Building JCU s brand awareness with media and corporate content: JCU University produced news stories, fly-throughs, media clips, recordings of key events and public lectures. Video output uploaded to YouTube should: Have a clear purpose and target audience Be short and fast-paced Include a call to action (or at least a web address) at the end of the video Include contact information for the media. Note: The Marketing Directorate will not accept video content that may reflect negatively or compromise James Cook University s standing in the higher education sector. References: Joly K, Don t upload your higher ed video to YouTube (or other videosharing websites) before doing these 5 simple things, Collegewebeditor.com MediaCollege.com, Tips for Creating Better YouTube Videos. Terms and conditions: All videos must meet YouTube s community guidelines. It is also the applicant s responsibility to have the relevant clearances on file from people featured in the video for the use of their image and statements in the video. File format, size and length: Video files should be smaller than 1 GigaByte and ideally should not exceed 90 seconds duration. Acceptable file formats are.wmv,.avi,.mov, and.mpg. Uploading HD quality video to YouTube: Audio codec: AAC-LC Sample rate 96khz or 48khz Channels: Stereo or Stereo Video codec: H.264 Progressive scan (no interlaced) High Profile 2 consecutive B frames Closed GOP. GOP of half the frame rate CABAC Variable bitrate. No bitrate limit required, though we offer recommended bit rates below for reference Chroma subsampling: 4:2:0 Frame rate Content should be encoded and uploaded in the same frame rate it was recorded For more advanced guidance on YouTube upload specifications go to: Submitting a video for JCU s YouTube channel: To submit a video for consideration complete a Service Now request. The Digital Marketing Team (in consultation with relevant stakeholders) will review the video and will notify the applicant of the outcome. JCU brand manual
27 Video style guide - distribution channels: Facebook FACEBOOK The James Cook University Facebook is our official Facebook Platform and is managed by the Digital Marketing Team. Its focus is on: Attracting future students: course related content and student work; the student experience involving study and student life Telling the JCU story with media and corporate content: JCU University produced news stories, fly-throughs, media clips, recordings of key events and public lectures. Video content Videos that we post to Facebook should: Have a clear purpose and target audience Be short and fast-paced Include a call to action (or at least a web address) at the end of the video. Note: We will not accept video content that may reflect negatively or compromise James Cook University s standing in the higher education sector. References Facebook Video Support, Facebook Best Practice, Terms and conditions All videos must meet YouTube s community guidelines. It is also the applicant s responsibility to have the relevant clearances on file from people featured in the video for the use of their image and statements in the video. File format, size and length Video files should be smaller than 1 GigaByte and ideally should not exceed 90 seconds duration. Acceptable file formats are.wmv,.avi,.mov, and.mpg but recommended video file format is MP4. Resolution should be 1080pixels or under. To optimise the quality of your videos, upload High Definition video Submitting a video for JCU s Facebook Page To submit a video for consideration please complete a Service Now request. The Digital Marketing Team (in consultation with relevant stakeholders) will review the video and notify the applicant of the outcome. Uploading HD quality video to Facebook: H.264 video with AAC audio in MOV or MP4 format Aspect ratio no larger than 1280px wide and divisible by 16px A frame rate at, or below, 30fps Stereo audio with a sample rate of 44,100hz JCU brand manual
28 Video style guide - distribution channels: Twitter The James Cook University Twitter is our official News/Media Platform and is managed by the Media and Communications Team. Its focus is on: Attracting future students: course-related content and student work; the student experience involving study and student life Telling the JCU story with media and corporate content: JCU University-produced news stories, fly-throughs, media clips, recordings of key events and public lectures. Video content Videos posted to Twitter should: Have a clear purpose and target audience Be short and fast-paced and maximum 30 seconds long Have a clear and short title Be engaging and shareable content. Note: We will not accept video content that may reflect negatively or compromise James Cook University s standing in the higher education sector. References Twitter Video Support, articles/ ?lang=en Terms and conditions All videos must meet Twitter Video Guidelines. It is also the applicant s responsibility to have the relevant clearances on file from people featured in the video for the use of their image and statements in the video. File format, size and length Maximum length: 30 seconds Maximum resolution: 32 x 32pixels Maximum file size: 512MB Maximum frame rate: 40fps Supported formats: MP4 and MOV Submitting a video for JCU s Twitter Page To submit a video for consideration, please complete a Service Now request or upload your video via your own profile and for consideration and re-tweeting. The Media and Communications Team (in consultation with relevant stakeholders and the Digital Marketing Team) will review the video and will notify the applicant of the outcome. JCU brand manual
29 Video style guide - distribution channels: Instagram Instagram is a community platform for capturing and sharing key visual moments in a simple and aesthetically beautiful way. The James Cook University Instagram is our official image platform and is managed by the Digital Marketing Team. Its focus is on: Attracting future students: course-related content and student work; the student experience involving study and student life Posting images and sharing content of the Tropical Wildlife in FNQ (hashtags include: #TropicalTuesday, #WildlifeWednesday). A hashtag is a type of label or tag used in social network to make it easier for users to find messages, content or images with a specific themem or content. i.e. #MotivaltionalMonday, #JCU, #JCUCairns, #JCUTownsville & #JCUSingapore Telling the JCU story with media and corporate content: JCU University produced news stories, media clips and recordings of key events on the tropics such as wildlife, architecture and marine life. Video content Videos that are posted to Instagram should: Have a clear purpose and target audience. Be short and fast-paced and maximum 15 seconds Can be #Reposted using the repost app Links Below Apple: ( id ?mt=8) Android: ( redcactus.repost&hl=en) Note: We will not accept video content that may reflect negatively or compromise James Cook University s standing in the higher education sector. References Instagram Video Support, com/ / Instagram Guidelines, Terms and conditions All videos must meet Instagram s Video Guidelines. It is also the applicant s responsibility to have the relevant clearances on file from people featured in the video for the use of their image and statements in the video. File format, size and length Your video can be three to 15 seconds long. Acceptable file formats are those recorded on your mobile device Resolution should be 1080pixels or under. To optimise the quality of your videos, upload High Definition video Submitting a video for JCU s Instagram Page: To submit a video for consideration, please complete a Service Now request or upload your video via your own profile and jamescookuniversity for consideration. The Digital Marketing Team (in consultation with relevant stakeholders) will review the video and will notify the applicant of the outcome. JCU brand manual
30 Video style guide - distribution channels: Tumblr TUMBLR The James Cook University Tumblr blog ( The platform is managed by the Digital Marketing Team and its focus is on: Attracting future students: course-related content and student work; the student experience involving study and student life Building JCU s brand awareness with media and corporate content: JCU University-produced news stories, fly-throughs, media clips, recordings of key events and public lectures. Video content Videos posted to Tumblr should: Have a clear purpose and target audience. Be short and fast-paced. Include contact information for the media. Note: We will not accept video content that may reflect negatively or compromise James Cook University s standing in the higher education sector. References Tumblr Posting Basics, Terms and conditions All videos must meet Tumblrs guidelines ( policy/en/community) It is also the applicant s responsibility to have the relevant clearances on file from people featured in the video for the use of their image and statements in the video. File format, size and length You are restricted to a total of five minutes of video uploads per day. Videos you upload to Tumblr may not exceed 100MB in size Tumblr suggests encoding your video as a MP4 file with AAC audio Maximum recommended size is 500 by 700 pixels. Submitting a video for JCU s Tumblr channel To submit a video for consideration complete a Service Now request. The Digital Marketing Team (in consultation with relevant stakeholders) will review the video and will notify the applicant of the outcome. JCU brand manual
31 Video style guide - distribution channels: Flickr FLICKR The James Cook University Flickr is a platform for sharing photos and video. (( The platform is managed by the Digital Marketing Team and its focus is on: Attracting future students: course-related content and student work; the student experience involving study and student life Building JCU s brand awareness with media and corporate content, i.e. JCU University produced news stories, fly-throughs, media clips, recordings of key events and public lectures. Video content Videos that we post to Flickr should: Have a clear purpose and target audience Be short and fast-paced and maximum duration of 90 seconds Include contact information for the media. Note: We will not accept video content that may reflect negatively or compromise James Cook University s standing in the higher education sector. References Flickr Video FAQ, flickr.com Flickr Help Forum, flickr. com/help Terms and conditions All videos must meet Flickr guidelines ( yahoo/terms/utos/index.htm?soc_src=mail&soc_trk=ma) It is also the applicant s responsibility to have the relevant clearances on file from people featured in the video for the use of their image and statements in the video. File format, size and length You are restricted to a total of five minutes of video uploads per day. Videos you upload to Flickr may not exceed 100MB in size Recommended video format AVI, WMV, MOV, MPEG, 3PG, M2TS, OGG AND OGV. Maximum recommended size is 500 by 700 pixels. Submitting a video for JCU s Flickr channel To submit a video for consideration complete a Service Now request. The Digital Marketing Team (in consultation with relevant stakeholders) will review the video and will notify the applicant of the outcome. JCU brand manual
32 Video style guide - archive Watch this space JCU is looking into creating a footage library so that our amazing resources can be used across the University. We will keep you posted on updates. JCU brand manual
33 Video style guide - release forms All contributors to JCU video productions must sign a release form. This form is legally binding and lays out the terms and conditions for use of the contributors image and recorded sound. Click here to download a copy of JCU s current talent release form. JCU brand manual
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