Visual Identity Standards
14.0 Video
Information and inquiries:
University Relations
[email protected]
Last updated April 2015
2
Visual Identity Standards
14.0 Video
14.01 Introduction
14.02 Where to start
14.03 Pre-production
14.04 Production
14.05 Post-production
14.06 Graphics
14.07 On-campus resources
14.01 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.
14.02 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.
Last updated April 2015
14.03 Pre-production
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?
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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
– 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?
bidding, tendering and sole/single-sourcing procurement processes. Refer
– Who has to approve your work before it is finalized? When will you engage
them in the process?
PurchasingHandbook.pdf
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.
to the procurement handbook for details: ucalgary.ca/finance/files/finance/
• 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
Last updated April 2015
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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
5 sec
Jane walks up
path and into
front door
-
Birds, voices,
footsteps
Careful of sun
position and
vehicles in shot
behind actor
2
Cross lobby
From inside door,
pan right to left
to follow Jane
across lobby, past
portrait and up
stairs
5 sec
Jane crosses
lobby, glances
at portrait and
carries on
Jane: ‘Morning
Sam’
Footsteps, sounds Ensure lobby floor
of voices inside
is shiny, windows
building
on glass doors are
cleaned
3
Enter interview
room
Close-up on door,
framed to include
room number and
name plaque
5 sec
Jane hesitates,
knocks on door
gently, enters
Jane: (breath
intake)
Door knock, slight
squeak when
door opened
Max: ‘Come in’
(muffled)
Prop: door plaque
and number
Last updated April 2015
14.04 Production
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If you are working with a video-production service provider, they will organize
You may choose to produce your video solo and completely unscripted, for
the shoot and advise you of your roles and responsibilities.
example, by simply preparing a list of questions and selecting random passersby
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.
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.
• Actors (live and/or voice).
Sound
• Makeup person.
Consider capturing audio separately to ensure the highest quality and fewest
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.
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.
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Interviews
Location and talent preparation
• Make the background look interesting but keep it simple and clutter-free.
• 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.
• 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).
• 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!
Last updated April 2015
14.05 Post-production
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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.
Last updated April 2015
14.06 Graphics
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.
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Intro (9.0 seconds)
Extro (9.0 seconds)
University Relations also makes available root
AfterEffects source files on request.
Custom wipes/transitions
Left Wipe
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.
Right Wipe
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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 1.08.
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.
Safe Titling
16x9 Full HD Framing
4x3 HD Framing
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 [email protected].
Last updated April 2015
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Visual Identification
Completion checklist
All videos released as University of Calgary videos must incorporate the
standard university opening and closing credits, logo and captions.
All videos should be assessed against the following criteria before they air:
Master files designed for use with professional video-editing packages (Final
Cut, Avid and Premiere) are available for download by contacting University
Relations at [email protected].
– 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?
Copyright considerations
• Has the audio been captured separately?
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.
• Is the audio mix in a stereo / surround format?
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.
– 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?
Last updated April 2015
14.07 On-campus resources
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Com/Media Conference and Event support team
Tel: 403.220.7307 | Email: [email protected]
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: 403.220.7307 | Email: [email protected]
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
Email: [email protected]
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.
Last updated April 2015