- Video branding
Video has become one of the most preferred ways to receive and digest information. Visual elements of a video contribute greatly to the credibility of an organizations' brand. Below you will find standards to apply our brand constantly and accurately across video content published on RFE/RL websites, social media, or other platforms.
For compatibility with a growing range of screen sizes (from older TVs to smaller mobile devices) we have a designated title safe area to ensure clear visibility of video and graphic elements on all devices. This area is shown in green. Please do not place any graphic element in the red "not safe area".
Do not place subtitles outside of the title safe area. Devices which cannot display Full HD resolution will crop everything that is wider than the screen resolution of the device.
Do not place subtitles outside of the safe area. Devices which cannot display Full HD resolution will crop everything that is wider than the screen resolution of the device.
In order to ensure consistent branding across all RFE/RL videos, careful brandmark placement is essential. Therefore, please follow the guidelines outlined below:
The placement of the brandmark changes according to language of the video. There are two different orientations for the brandmark placement, LTR (left-to-right) used for a majority of the RFE/RL language services, and RTL (right-to-left) for Arabic language services. For LTR, the brandmark should be placed in the top left corner, and for RTL in the top right corner. See figures below.
The compact brandmark must always be used to properly brand video content. It should never be recreated, recolored, distorted, or reorganized in any way. The correct use of the brandmark is specified in the previous pages. See the examples below of incorrect ways to brand videos.
Do not place the brandmark outside of the title safe area!
Do not use any version of the brandmark other than the one provided in the package!
Do not apply any additional effects (heavy drop shadow or outer glow)!
Do not rotate, scale or move from its correct placement (see Brandmark Layout)!
Do not apply any color or use a different opacity than the one provided in the package!
Do not create any video without the brandmark visible!
Do not place the brandmark on the bottom corner.
Do not use two different brandmarks together.
Do not duplicate the brandmark with an avatar or similar element.
Do not place LTR brandmark to the right side and do not place RTL Brandmark to the left side.
The opener is the fullscreen animation clip shown at the very beginning (opening) of an RFE/RL video. It is important to include the official opener especially for any productions posted on social media platforms in order to reinforce the proper RFE/RL brand throughout the web. Unless the video belongs to a special project or uniquely branded show, only this opener may be used.
The approved opener is a short animated clip which displays the the white RFE/RL torch on top of the orange background.
Here you can see an example of how the short opener should look when used with content.
The closer is the fullscreen animation clip shown at the very end (close) of RFE/RL videos. It is important to include the closer when videos are shown on the website or on social media platforms in order to reinforce the RFE/RL brand. Unless the video belongs to a special project or uniquely branded show, only this closer may be used.
Unlike the openers, closers are unique to each language service. Closers feature the service brandmark and localized text "share this video". There is also an option to display up to 3 social media icons by request.
There are two versions that may be used:
See the examples below of incorrect ways to place the closer in videos:
Do not add additional brand elements.
Do not add any additional text.
Do not add additional brand elements that can over-brand and make the page busy.
Along with careful brandmark placement, the placement of the source box is also very important. The source box informs viewers of where the external video footage is coming from. Please be sure to follow these guidelines when citing a source on video:
The placement of the source box changes according to language of the video. There are two different orientations for the source box placement, LTR (left-to-right) used for the majority of RFE/RL language services, and RTL (right-to-left) for Arabic language services. For LTR, the source box should be placed in the top right corner, and for RTL in the top left corner. See figures below.
See the examples below of incorrect ways to credit sources in videos.
Do not use any typeface or attributes (size, color, etc.) other than what is in the source package (see News Video Package).
Do not change the color of the source box or add any additional graphic elements than what is in the source package.
The lower third is a special graphic element used for displaying names, context, headlines and other additional information. It is designed for use in all RFE/RL videos.
In cases when it is necessary to display the lower third and provide subtitles, there are two possible options:
This option is the most clean and simple solution for viewers. The lower third is displayed first, followed by the subtitles in the same placement as the lower third.
This option should be used only if it is absolutely necessary to display both the lower third and the subtitles at the same time. The lower third is in its normal placement, while the subtitles appear above the lower thirds. Once the lower third information has finished displaying, the subtitles then are moved to the same placement as the lower third.
Note: Animation for moving the subtitles to the lower third position should be only 1 frame with no fade or additional animation.
See the examples below of incorrect ways to use the lower third element.
Do not use any typeface or attributes (size, color, etc.) other than what is in the source package.
Do not change the text alignment or add any other element to the Lower Third design.
Do not use any Lower Third design (different color, shape, orientation) other than what is in the source package.
Do not add any animation to the element or text than the fade in/out which is already in the source file.
Do not change the position and width of the Lower Third.
Subtitles are captions displayed at the bottom of the screen which show the translation or transcription of audio content from the video footage.
See the examples below of incorrect ways to display subtitles in videos.
Do not use any typeface or attributes (size, style, color, etc.) other than what is in the source package.
Do not use text without the black background box or add a colored outline or stroke.
Do not change the text size or enlarge the background box outside of the green zone (see Title Safe Area).
Do not change the text alignment or black background box size.
For special cases when a normal lower third cannot be used (for a special project, due to composition of shot, branded show, etc.) to introduce a person and their occupation, an ident may be used instead. The ident consists of the orange highlight, name of the person and additional details about that person (location, occupation, etc.).
There are two approved versions of the ident:
In cases when there are subtitles that need to be displayed, the ident may also be shown on the upper left hand side (inside of the safe area). This version has the first and second names vertically stacked on top of the description information. This is mainly in order to avoid displaying the name or other information on top of someone's face.
Below are good examples of how branding can be applied to thumbnail (cover) images for use on social media networks and other platforms. Please note that the same rules apply to the thumbnail image as for static Social Media Graphics.
This example shows the image with a 60% black overlay, title, film credits, and highlighted brandmark. All elements are inside of the safe area and follow all rules applying to typography and element highliht.
Text overlay is used so that the viewer can understand the content of the social video without listening to the audio or clicking to view fullscreen. It is usually a punchy, abbreviated text version of the audio. Text overlay is popular technique used on social media platforms to grab viewers' attention as they often quickly scroll through content feeds.
Use the typeface and size specified (see Social Video Package)