Videos are powerful tools to promote the University of Utah brand. The combining of visuals, sound, music, and voice can evoke emotion, pride and belonging. Today, videos run the spectrum from highly-produced pieces to simple social media videos. If you are creating videos for the University of Utah, here are guidelines for staying within the brand.
On-Camera Dialogue Video
Alignment with Brand and Messaging
- Ensure that all video and multimedia content aligns with the University of Utah's brand identity, mission, values, and messaging.
- Diversity is key to the University of Utah brand as it promotes inclusion and belonging.
- Strive for high production quality, including clear audio, crisp visuals, thoughtful lighting, and professional editing, to create engaging and impactful content.
- Emphasize storytelling in videos and multimedia projects. Craft narratives that resonatewith your audience and convey the university's mission and impact.
Accessibility and Inclusivity
- Prioritize accessibility by providing closed captions for videos, ensuring that multimedia content is perceivable by individuals with disabilities.
- All videos must contain close captioning. Avoid reliance on automated close captioning and provide an SRT or VTT file that has been carefully vetted.
Compliance and Permissions
- Obtain appropriate permissions for individuals featured in videos or multimedia projects, especially when sharing personal stories or testimonials.
Music and Audio
- Use licensed music or original compositions in videos to enhance the emotional impact. Ensure compliance with copyright laws.
- Where possible, utilize the talents of campus partners.
Length and Format
- Tailor the length and format of videos and multimedia content to suit the platform and audience preferences. Shorter, concise content often performs well on social media.
- Consider creating videos that work in both landscape and portrait orientations.
- When it comes time to edit, we prefer cuts over dissolves.
- We encourage vibrant, saturated color in your video.
- Any use of the color red in title cards, lower thirds or end logos is in Utah Red. In addition, please use approved University of Utah typefaces (Vitesse, Forza, Myriad, and Trajan). This site also includes approved University of Utah logos which must be used.
Call to Action (CTA)
- Where applicable, include a clear and compelling call to action at the end of videos or multimedia content, guiding viewers to the desired next steps, such as visiting the university's website or attending an event.
Consistency Across Platforms
- Maintain visual and tonal consistency across different multimedia platforms, ensuring that the university's brand identity is recognizable.
- Develop a distribution strategy that identifies the most effective platforms for reaching the target audience, whether it's YouTube, social media, the university's website, or other channels.
- Consider creating varying versions of your content to suit different platforms.
Engagement and Interaction
- Where appropriate, encourage engagement by inviting viewers to like, share, comment, or participate in discussions related to the content.
- When filming an interview, two camera angles (wide and tight) are recommended to truncate in the edit without looking like jump cuts.
Analytics and Metrics
- Monitor video and multimedia performance metrics, such as views, engagement, and shares, to assess the effectiveness of content and make data-driven improvements.
Collaborations and Partnerships
- Explore collaborations with campus partners, students, influencers, alumni, or community organizations to expand the reach and impact of multimedia projects.
Review and Approval Process
- Establish a clear review and approval process for video and multimedia projects to ensure that they align with the university's messaging and standards.
- Submit videos to the brand compliance form before distribution.
Archiving and Maintenance
- Develop a system for archiving and maintaining video and multimedia content to ensure that it remains accessible and relevant over time.