Visual identity


Video incorporates a powerful layering of images, movement and sound. As a result, videos have an elevated ability to engage and captivate audiences – especially in our very visual culture, which is steeped in social media platforms that are video-driven.

But like with any medium, some videos are more effective than others. Remember to consider who you’re trying to reach and what message and/or action you want the video to convey and/or prompt. Keeping the video as short as possible will help your audience stay engaged. If you find that it’s difficult to keep the video short, consider simplifying your message, or even breaking it down into a series of short videos.

Video guidelines:

  • Use of 4K video, time lapse, high speed, long exposure photography, gimbals and drone footage is encouraged.
  • Whenever possible, all audio should be recorded using a dedicated mic to optimize sound quality.
  • Adhere to design and typography guidelines for on-screen text
  • All videos should include a block I logo in the upper or lower third of the frame, throughout the video (the logo should be at least 30px tall and 30px from each corner; use the primary use orange logo unless your frame background is orange)
  • All videos (including unit-level videos) should end with the orange U of I wordmark bumper (the bumper does not require the block I in the lower third)
  • When needed or desired, a unit-level frame, a call-to-action, or a Power of I frame may be included before the university bumper