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Photo and Video Style Guide Standards for St. Edward’s University Updated August 2018


PUBLISHED BY

Marketing Office St. Edward’s University stedwards.edu 512-448-8775 2

PHOTO AND VIDEO STYLE GUIDE


Introduction The photography and video we create for St. Edward’s University are inspired by our brand tenets: Academic Challenge, Global Perspective, Austin Connections and Make a Difference. These tenets should always be reflected in our imagery, in a style that engages the viewer with direct and honest visuals that emphasize storytelling. We bring our stories to life with photos and video that are personal, authentic and bold.


General Photography Guidelines • Shoot full-frame. Establish a mood and tone with bold images focused on moments of authenticity. Use available light, to capture a bright, airy, genuine feel. • Aim for honest, personal and direct images that are powerful and eyecatching. Do not use stock photography. • Use a captivating documentary style without filters (literally and figuratively) that reveals a behind-the-scenes perspective of the diverse and passionate St. Edward’s community. • When shooting, shoot for both wide landscape and portrait orientation.

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PHOTO AND VIDEO STYLE GUIDE


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Portraits • Close up and engaging. • Environmental and/or storytelling, with context to the subject matter.

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PHOTO AND VIDEO STYLE GUIDE


Environmental/Details To illustrate sense of place and subject matter, environmental and detail shots are used to enhance the storytelling in ways that portray the university’s connections to Austin, our green campus and our modern and innovative spaces.

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Campus Beauty • Make beauty shots of campus as bold as our portrait and detail shots. Shoot wide shots with new and interesting perspectives. • Give special attention to light and shadow as compositional elements. • Focus on highlighting spaces with greenery as well as beautiful architectural elements. • Include people in the frame whenever possible.

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PHOTO AND VIDEO STYLE GUIDE


Events • Capture people who are engaged with what’s happening (i.e., people taking photos with their phones, interacting with others, etc.). • Seek out storytelling details. • Place emphasis on genuine emotional moments, both personal and shared with others (not only the enthusiastic, cameraready smiles but also the thoughtful, pensive expressions).

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Layout, Photo Caption Treatment and Technical Specs • Do not compete with the photo; allow the image room to breathe. • Utilize negative space without detracting from the content of the image. • Aim for a minimal, clean approach. • Be intentional and careful about cropping photos. Do not excessively crop; the frame composition is important to the visual storytelling of the image. • Be mindful of the edges of images and the information in them. • Place captions in negative space without detracting from the content of the image. • 5760x3840pxl or 19.2”x12.8” • 300 DPI, JPEG • Once an image is finalized by the Marketing Office photography team, do not make additional edits. • Naming convention: What+Year_Where or Use_Who/Proper name (examples below) • MagF18_BestandBrightest_JaneDoe • ADMS18_general_Grad • Gen18_Event_Hillfest

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PHOTO AND VIDEO STYLE GUIDE


University Photo Collection The Marketing team has compiled a collection of popular photos for the media and the university community to use. The images in this collection will be updated annually. The collection can be accessed by clicking here or visiting stedwards.edu/brand.

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General Video Guidelines • Use a video style that captures the “real” St. Edward’s. • Make unscripted videos in which storytelling is the priority. • Aim for self-aware video production pulling from familiar landscapes of Snapchat and documentaries. • When appropriate, capture behind-thescenes footage, breaking the fourth wall to engage viewers and make them part of the video experience. • Employ visual storytelling through b-roll to advance the narrative and communicate the story/message. • Keep video length under one minute.

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PHOTO AND VIDEO STYLE GUIDE


Technical Specs Final video format should be H.264. • 1280x720 • 29.97 • Progressive • Aspect: Square Pixels (1.0) • NTSC Audio • AAC • 48000hz • Stereo • Quality: High • Bitrate: 320

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Video GFX Package

All text besides the call-to-action should be entirely capitalized. Knockout must be tracked to an equivalent of 25pt for legibility. Specific sizes are not listed, but they should be proportionate to what is shown here. Colors used:

Lower Third

Title will appear after 1–2 seconds.

Place in the lower right or left-hand corner within the title safe area.

28 JuniorFeatherwt

• St. Edward’s Blue, #002566, 90% opacity (feature color can be switched out, as long as it is within our brand palette)

70 Full Welterwt

70 Full Welterwt

51 Middleweight

Light Condensed

Black Condensed

Black Condensed

Light Condensed Bold

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PHOTO AND VIDEO STYLE GUIDE

28 JuniorFeatherwt

Helvetica Lt Std

• 100% white

Open

Knockout

Our video graphics package features brand colors and three weights of a specialty font, Knockout, that aligns with the St. Edward’s University brand. However, this font must be purchased before you can use it. If you prefer an option that does not require purchasing, Helvetica Lt Std is an acceptable alternative.


Close: Master Logo

Close: Call-to-Action (CTA)

Slide in from the left or right side.

Master logo (white), centered in the frame.

CTA can be a social tag or web address, centered in the frame.

Knockout

Side Bar

70 Full Welterwt

28 JuniorFeatherwt

51 Middleweight

Helvetica Lt Std

51 Middleweight

Black Condensed

Light Condensed

Bold

Bold

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University Video Library The Marketing team has compiled a collection of video b-roll strips for other offices on campus who are making their own videos and third-party videographers who are making videos on behalf of offices. The video strips in this library will be updated annually and include clips that reflect: • Service • Athletics and Campus Recreation • Academics • Campus life • Public events on campus • Student events • Buildings and landscapes The library can be accessed by clicking here or visiting stedwards.edu/brand.

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Resources Additional information on university branding can be found in the following guides. For questions related to the Photo and Video Style Guide or any other branding concerns, please contact the Marketing Office at 512-448-8775. stedwards.edu/brand Brand and Style Guide Communications Style Guide University Photo Collection University Video Library

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Profile for St. Edward's University

St. Edward's University Photo and Video Style Guide  

St. Edward's University Photo and Video Style Guide