Multi-brand Strategy for HarvardX Video Content & Basic Style Guide

Transcription

1 MULTI-BRAND STRATEGY & BASTIC STYLE GUIDE 16 JUNE 2015

2 Multi-brand Strategy for HarvardX Video Content & Basic Style Guide Target Audience: Production Team/Project Lead The following are initial suggestions, or looks for branding HarvardX videos in cases where it may be necessary to highlight additional entities (such as schools, divisions, or partners).

3 ASSUMPTIONS All video produced by HarvardX should, unless otherwise agreed upon, contain the HarvardX logo at the beginning of each video. HarvardX remains the primary brand with regards to assets it creates. HarvardX branding can be removed in the case of licensing or other specific uses. The goal of these guidelines is to minimize brand confusion, provide clarity, and ensure appropriate recognition. The cases below are limited to Harvard-based entities (schools or school-affiliates, University-level entities like Berkman, or in rare cases, other academic partners, such as MITx) If the project lead or editor has a concern about the relevance of these guidelines, they should bring it to the Production Manager. As exceptions come up, they would be tracked and preserved as examples for future cases. 3

4 SUGGESTED GLOBAL STRATEGY In cases where HarvardX has particular relationship with another school or related-institution, a formal partnership (such as financial support), or when having the entity mentioned meets a leadership or pedagogical need, information about that entity/entities should appear after the HarvardX logo with accompanying language in collaboration with. In cases where we have three entities, the title should appear for 3-5 seconds with the HarvardX logo appearing first. The additional school information will dissolve onto the screen. This is a model I propose going forward for all schools and institutes that collaborate with HarvardX. Rather than visual expressions of brands (of the school or entity) like logos, text will be used. (As HarvardX is a President level priority, it, in essence, represents the entire University. This is the similar strategy used for Fundraising.)

5 BRANDING SCENARIOS Scenario 1: HarvardX + 2 additional visual expressions of brands Example: HarvardX + Harvard Law School + Harvard Extension School Second set of titles dissolves in and remains up on screen until the end of the bumper. In Conjunction with Harvard Law School Harvard Extension School 5

6 BRANDING SCENARIOS Scenario 2: HarvardX as the sole brand Alternative Option: White Background As an option, use a white or transparent (seen below) background if it makes more sense for the overall look of the video.

7 BRANDING SCENARIOS Scenario 3: HarvardX + Partner School Example: Visualizing Japan, HarvardX + MITX Example of a white background as a reverted option where an element requires a white background instead of the black background 7

8 COPYRIGHT INFORMATION & CREDITS Copyright Information: At the top each video, you must place the following information on the HarvardX title card, or the first frame of the video for 3-5 seconds. All credits for copyrighted materials are listed at the end of this work. This is good scholarly procedure and this aids the fair use interpretation in the event we need to defend HarvardX use of third party material. All credits for copyrighted materials are listed at the end of this work. *Exception: In cases where there are multiple videos intended to be seen together in a sequence, you may choose not to include the HarvardX title card for each video, but the copyright information must appear at the top of each video.

9 COPYRIGHT INFORMATION & CREDITS Credits: Credits should appear at the end of the video followed by the HarvardX logo, and stay on the screen long enough to be readable and include the following information: Copyright image information Copyright music information Full faculty names, credentials and attributions as they would appear on the About pages Additional acknowledgements deemed necessary Credit information can appear on one card or multiple cards depending on how much information needs to be displayed. The priority is visual balance and accuracy. Font type: Helvetica Neue: The font style for credits should be Helvetica Neue, or the primary font style throughout the course in cases where it stylistically makes sense. 9

10 LOWER THIRDS, 2-LINE, 3-LINE, FONTS & SIZES Lower Thirds: Lower thirds should appear on the lower left corner of the screen and be action safe. Lower thirds should contain no more than three lines of text and remain on the screen between 3-6 seconds depending on how long the title is and how long it takes to read the information. Stylistically, lower thirds are intended to convey need-to-know information; we are creating video, not a novel. In cases where a faculty member or guest s title and affiliations require more than three lines of text, the project lead should coordinate a way to simplify the attribution. Fonts and Sizes: Top line font type (Faculty member or guest s name): Helvetica Neue Regular Top line font size: 80 pt. Bottom line font type (appointment, position, and school): Helvetica Neue Medium Bottom line font size: 60pt

11 LOWER THIRDS, 2-LINE, 3-LINE, FONTS & SIZES Some notes for consideration: If necessary, consider a 1-line hard edge drop shadow in cases where the text may be hard to read Consider moving the line tracking in cases where the text may be too crowded. In the example, the words Harvard and Partners appear crowded. Paul Farmer Harvard H.H.Chan School of Public Health Partners in Health Paul Farmer Harvard H.H.Chan School of Public Health Partners in Health 11

12 COPYRIGHT INFORMATION & CREDITS Two-Line Lower Thirds & Three-Line Lower Thirds Helvetica Neue Regular Helvetica Neue Medium Helvetica Neue Regular Helvetica Neue Medium Helvetica Neue Medium

13 FACULTY ATTRIBUTION & ABBREVIATIONS Faculty & Guest Attribution: Faculty and guest attributions should appear once and be considered part of the introduction of the faculty member or guest. The attribution should include the faculty member s full name and affiliation. This should be consistent with how the full name appears on the About pages, and be simple enough to fit all of the information into a few lines. There is an opportunity to cite more extensive credentials and affiliations at the end of each video on the credits page as well as on the About pages. Below are a few common scenarios. *Extreme Outlier Case When someone who has two primary affiliations plus another entitiy (as in Rafael Irizarry), the project lead should discuss this with the faculty member. Keep in mind that you can represent the full affiliations on the About Pages as well in the credits at the end of video. Abbreviations and &: In cases where a person s name or affiliation runs longer than screen space allows, consider abbreviating. For example, Eng. For engineering or an & for and. Scenario 1: Harvard Faculty Member Full Name: Thomas Forrest Kelly School: Faculty of Arts & Sciences Thomas Forrest Kelly Faculty of Arts and Sciences 13

14 FACULTY ATTRIBUTION & ABBREVIATIONS Scenario 2: Harvard Faculty Member + Harvard Affiliation Full Name: David Keith School: Harvard School of Engineering and Applied Sciences Harvard Kennedy School David Keith Harvard School of Engineering and Applied Sciences Harvard Kennedy School Scenario 3: Harvard Faculty Member + Outside Affiliation Full Name: Paul Farmer School: Harvard T. H. Chan School of Public Health; Partners In Health Paul Farmer Harvard H.H.Chan School of Public Health Partners in Health

15 TEXT ON SCREEN When creating text on screen for captions and subtitles, use the following font type, size, and color shown below. Font Type: Helvetica Neue Font Size: 70 pt. Color: R: 238 G: 194 B: 59 15

16 HARVARDX BUG The HarvardX bug should appear in the lower right hand corner of the screen and be title safe. The bug should remain on the screen throughout the video beginning with the first shot after the title. A copy of the bug is pre-built and exists in the FCPX software.

17 HARVARDX BUG In cases where the bug visually compromises material on the screen or disappears, as in the case below, leave the bug off and bring it back in at the appropriate time. Bug not visible (do not do this) Bug removed (dwo this instead) 17

18 HARVARDX BUG Note: In cases where most of the video background is white, consider using the HarvardX bug with a drop shadow.