Motion imagery traits

Uncommon motion imagery

There are 800 million videos on YouTube. Why should someone watch yours?

Does it tell a compelling and concise story? Is it unique? Does it feel genuine and authentic? Is there an obvious and worthwhile call to action?

Ultimately, a video should connect emotionally with the audience in a way that moves them to act in a desired manner.

Brand standards

VCU serves many audiences through distinct and focused messaging. With such a variety of content, it is important that all brand standards are followed to ensure a consistent look and feel. This not only amplifies the voice of the enterprise brand but allows sub-entities to take advantage of general VCU brand equity.

Length

A video should be as long as it is interesting. Simplicity and brevity go a long way in video storytelling. Build time and plot development are important but the story needs to move. If a video is starting to feel a little long to you, it’s going to feel way too long to an audience.

Production

VCU is a world unlike any other, and it is vital that our videos capture the uniqueness of this place through the stories we tell as well as the production processes we implement. Video should be dynamic and take advantage of movement, different perspectives/angles and post-production techniques to enhance the content. The message and desired outcome of a video should dictate its production and post production techniques to ensure the message is clear and digestible by the viewer yet engaging and on strategy.

What’s next

All video has a purpose and it’s important to make the next step clear to our audience. Tell them what you want them to do and provide the most direct path possible. In addition, the audience journey must be intentional and worthwhile.

Lower thirds

A lower third is a graphic overlay that is used to introduce and identify a subject. Lower thirds should:

• Include the subject’s name and title/affiliation
• Appear on the lower left side of the frame when possible; however, placement may be adjusted based on shot framing
• Not obstruct any important visuals or information (closed captions, faces, etc.)

Font pairings

Pairings are defined by the font families of the brand standards guide, accessibility guidelines and general readability in video.

Avoid typesetting lower thirds in Thunderhouse because it’s legibility decreases in longer line lengths and loses readability at smaller sizes.

Univers Ultra Condensed is an acceptable substitute for Thunderhouse in lower thirds.

Lower third style options

The following are based on typographic standards, audience and strategic direction.

Recruitment marketing

Enterprise (transparent background)

Health, research and executive

Lower thirds applications

Lower third animation styles

In general, lower third animation should be kept subtle and refined so it does not interfere or distract from the visual story being told. Lower thirds should slide in from the closest frame edge and remain up long enough to be read.

Lower third style guidelines

DO size containers to fit text. (Ink backgrounds can be stretched disproportionately!)

DON’T allow lower thirds to intrude on closed captioning.

DO anchor lower thirds to either edge and keep 96px between text and the frame.

DON’T apply unapproved color pairings.

Supers

Text on screen is a great way to call attention to or amplify a particular message. Supers can be animated or static and should follow brand standards for typography.

Considerations

• Ensure supers have enough screen time to be read by the audience
• Complement the VO without copying or competing with it
• Ensure contrast and legibility
• Keep them short
• Apply appropriate art direction so they are digestible and visually appealing
• Super animation should complement the tone and vibe of the story being told

Titles

The title card introduces the brand and builds context, introduces the subject matter and sets the tone. Title cards are NOT mandatory and should only be used when necessary. They should also follow all brand standards.

Titles or non-enterprise logos should be preceded by the “VCU presents” text.

End cards

The end card connects the brand to the content and should be used in every story we tell. Including the brand claim in the end card is optional but only approved brand claims may be used.

Logo treatment

The logo when by itself in the frame should be centered and spaced out according to the brand guidelines.

When paired with a salutation or brand claim, the logo should be approximately 30% smaller than the text element to provide proper hierarchy.

Whenever possible, the gold logo should be applied.

Minimum

Maximum

Brand claim

The brand claim is meant to provide a final closing message to a story. While the brand claim is not a tagline, it should be treated with the same consistency as a visual identity element and follow all standards, including typography and animation guidelines.

 

Short version branding

Short version branding is used on anything less than 15 seconds, such as a social media video.

It is recommended that the logo be used as the title card for a short version video/social media video (max 3 sec. min 2 sec.) since this content is skippable and we want to ensure the brand is represented.

Brand claims may be used at the end but should not follow the title card logo.

Sound design

Sound is powerful tool that can immediately establish tone, create emotion and enhance viewer engagement. It is also fraught with nuance and subtlety and should be used only to serve the story. Whether it’s ambient sound or a driving effect, it is important to consider sound design early in the creative process.

Music

Music adds feeling to a video; however, great care must be exercised when matching both the pace and emotion of your message with a music track. In addition, music can serve different purposes — from driving an edit to adding a little extra flavor. Regardless of the music, the mix should be smooth and balanced to ensure each element of a video is doing its job.

Voices

Oftentimes, a voice will drive the storytelling. Speakers, interviewees and voice-overs should be easy to understand in order to quickly and clearly convey the message. Make sure the voice fits the message and tone of the piece. Again, audio mix is a crucial part of a clear and concise message.

Motion specs

* Whenever possible, shooting should take advantage of higher resolutions (4K, 6K, 8K) in order to allow maximum reframing, stabilization and effects in post.