Video and animated media September 2016
Contents
The basics
3
Brand elements
5
Composition and layout
8
Revision history
23
Download the IDEXX Video and Animated Toolkit
IDEXX video and animated media guidelines | Contents
Contents
Page
2
IDEXX uses video as a proven means of effectively communicating with its audience— leading to greater understanding, higher information recall, and increased conversion rates. This guide is designed to ensure that all videos and animated media produced for IDEXX, both internally and externally, are consistent with the voice, tone, and visual appearance of the IDEXX brand. Download the IDEXX Video and Animated Media toolkit for templates and IDEXX-branded graphic elements. If you are unable to access the templates, follow the guidelines detailed in this document.
IDEXX video and animated media guidelines | The basics
Contents
Page
3
Color palette We use the business colors in video to differentiate IDEXX businesses and to reinforce the IDEXX brand. Within the palette, businesses are represented with business colors; these colors then serve as complementary accent colors for other businesses and applications.
Companion Animal Group PMS 7710
Equine PMS Warm Gray 8
Water PMS 2191
Livestock, Poultry, and Dairy PMS 376
Consumer outreach PMS 7710, PMS 2012
Sales force training PMS 2187
This extended palette of colors is used for our Livestock, Poultry, and Dairy business divisions Swine PMS 369
Poultry PMS 116
Equine PMS Warm Gray 8
IDEXX video and animated media guidelines | The basics
Dairy PMS 2390
Ruminant PMS 2206
Food Safety PMS 2583
Contents
Page
4
Opening title
I-height is the height of the letter “I” in the IDEXX logo.
The example below illustrates the Opening: product/service CAG template. The same guidance applies to all video templates where each element is employed.
I-width is the width of the letter “I” in the IDEXX logo.
Always use the Adobe After Effects compositions provided in the IDEXX Video and Animated Media Toolkit. If you need to modify, use the guidelines below.
Circles of innovation Use artwork provided in Adobe After Effects templates.
Circle of focus Diameter = screen width + screen height Position is flexible.
Color Use the appropriate group color for the background, accents, and typography where appropriate.
Group color accent bar
Title bar
Product image
Size 1920 px × 1080 px (16:9 aspect ratio)
IDEXX video and animated media guidelines | Brand elements
Logo, title and subtitle
Contents
Page
5
Typography
Swiss 721 is our font family. Typography expresses our message and reflects our personality. We use Swiss 721 Light for body text and a mixture of Swiss 721 Light, Medium, or Bold for main headlines. Every effort should be made to obtain and use Swiss in videos produced for IDEXX. If Swiss is unavailable, use Arial as the default font.
Thin Light Roman Medium Bold Heavy Black
IDEXX video and animated media guidelines | Brand elements
Contents
Page
6
Circles of innovation
Circles of innovation Width = the width of “EXX” in logo Logo size = (screen width + screen height) ÷ 10
IDEXX video and animated media guidelines | Brand elements
Contents
Page
7
Dimensions and measurements The examples in this section use the “External facing, product/service” template. The same guidance applies to all video templates that employ the same elements. Always use the provided templates. If you need to modify, use the guidelines below.
IDEXX logo dimensions Width = (screen width + screen height) ÷ 10
Screen dimensions We recommend all videos be formatted for high definition at 1920 px × 1080 px (16:9 ratio).
logo dimension for a 1920 px × 1080 px
Smaller pixel dimensions may be rendered from the high-definition master as required.
3000 px
I-height measurements I-height is the height of the letter “I” in the IDEXX logo. I-width is the width of the letter “I” in the IDEXX logo.
Use the IDEXX logo in the opening title for determining I-height clearance area.
Do not use the IDEXX logo in the closing titles for determining I-height clearance area.
IDEXX video and animated media guidelines | Composition and layout
Contents
Page
8
Safe zones
Title safe and action safe zones
We use the action safe and title safe zones as guides to ensure text and graphic elements will not be cut off on different display types. Place all text inside the title safe zone to ensure it’s readability. Important graphic elements should fall inside the action safe zone. Background images and secondary elements may bleed outside the action safe zone.
Action safe zone Title safe zone Center-cut action safe zone Center-cut title safe zone
IDEXX video and animated media guidelines | Composition and layout
Contents
Page
9
Animation behaviors and scene transitions
IDEXX logo
Headlines and body copy
The IDEXX logo may only fade in and out of the screen. No additional animation is allowed.
Headlines and body copy should use animations that help to set the pace, provide clarity, or punctuate the meaning of the copy. Avoid flashy or busy animations that may distract or confuse the viewer.
Scene transitions
Taglines The “Strengthen the bonds” and “Test with Confidence” taglines also animate in a predefined manner. If you’re using Adobe After Effects, use the “slow fade on” preset. If other software is being used, try to match the effects as closely as possible. See the IDEXX video sample MP4 file for reference. No additional animation is allowed for these taglines.
Scene transition styles are left to the editor’s discretion. Like animations for text and other graphic elements, transitions should never be gratuitous or unnecessarily flashy and should move the viewer through the video in a logical and consistent manner.
Inspiration Circle transitioning device
1
2
3
4
Use a solid color circle as a transitioning device between scenes. In the example above, the white circle moves continuously from off-screen left (1) to off-screen right (4)—the scene change occurring at midpoint (3). The device serves to reinforce what makes the IDEXX visual identity recognizable and distinctive.
Strengthen the bonds. Test with Confidence Taglines other than those mentioned above may employ other animations.
IDEXX video and animated media guidelines | Composition and layout
Contents
Page 10
Product/service: Opening title
I-height is the height of the letter “I” in the IDEXX logo. I-width is the width of the letter “I” in the IDEXX logo.
The example below illustrates the “External facing, product/service” opening title template. The same guidance applies to all video templates that employ similar elements. Always use the provided templates. If you need to modify, use the guidelines below.
Imagery Optional. Request product/ service-specific imagery through IDEXX Brand Communications.
Alternate layout
Title bar Use the supplied imagery
Keep one I-height above, below, and to the left of the of title and subtitle copy.
Title Swiss Light 75/78 px Business color Sentence case
Subtitle Swiss Medium 40/47 px IDEXX Gray #97999B Sentence case
Keep a minimum of two I-heights between copy and product image.
With product image: 24 characters maximum
With product image: 65 characters maximum
Without product image: 50 characters maximum
Without product image: 75 characters maximum
Keep at least one I-height between the logo and the headline.
IDEXX video and animated media guidelines | Composition and layout
Position should be flush right but may expand and/or move vertically to accommodate text and imagery.
Contents
Page 11
Interview/discussion: Opening title Videos centered around an interview or discussion have an opening title treatment that distinguishes them from those that feature IDEXX products or services. Always use the provided templates. If you need to modify, use the guidelines below.
Use the appropriate IDEXX group color for the circle of focus. Animation: move from off-screen left to final position.
Center topic and title text vertically in circle of focus (Note: Placing text in the circle of focus is ONLY allowed in video applications of the IDEXX brand identity guidelines.) IDEXX logo dimensions Width = (screen width + screen height) ÷ 10 Topic Swiss Medium 54/66 px White/40% transparent Sentence case
Title Swiss Light 90/122 px White Sentence case
30 characters maximum
120 characters maximum
IDEXX logo aligns with title safe zone
Animation: fade in logo. No further animations allowed.
Animation: fade in topic and title text at the same time, just prior to the circle of focus reaching its final position.
IDEXX video and animated media guidelines | The basics
Contents
Page 12
Internal communications: Opening title Videos for employee training or other non-customer-facing content have a treatment that distinguishes them from those that are commercially focused. These videos use navy blue, which serves as a visual cue that the content is for an internal audience only. There are often legal and regulatory reasons why material is branded navy blue. Anything branded navy blue should not be shown outside of IDEXX. Always use the provided templates. If you need to modify, use the guidelines below.
Use the navy blue #004677 for all internal communications
Position: Center topic and title vertically in circle of focus. (Note: Placing text in the circle of focus is ONLY allowed in video applications of the IDEXX brand identity guidelines.) This “watermark” text must be visible on all content. Swiss Medium 36/40 px IDEXX Gray #97999B Sentence case
Topic Swiss Medium 54/66 px IDEXX Gray #97999B Sentence case
Title Swiss Light 90/122 px White Sentence case
30 characters maximum
120 characters maximum
IDEXX video and animated media guidelines | Composition and layout
IDEXX logo aligns with title safe zone
Contents
Page 13
Internal communications: Body copy
Text Keep a minimum of one and one-half I-heights between the copy and the edge of the circle of focus as a left margin. This dimension aligns closely with the center-cut action safe zone. Align the top of the title with the title safe zone.
Title Swiss Medium 98/104 px Navy blue #004677 Sentence case 55 characters maximum
Body copy Swiss Light 74/88 px IDEXX Gray #97999B Sentence case Keep two I-heights between the title and the body copy.
IDEXX video and animated media guidelines | Composition and layout
Contents
Page 14
Lower thirds titling
Names and titles
I-height is the height of the letter “I” in the IDEXX logo. I-width is the width of the letter “I” in the IDEXX logo.
Action safe margin Title safe margin Place all text inside the title safe margin to ensure its readability. Graphic elements may be placed outside the action safe margin
Name and credentials Swiss Light 62/66 px White or black depending on title bar being used Position: Name, credentials, and subtitle should be centered vertically in title bar with one I-height above and below.
Title bar Choose the white or cool gray title bars for the best contrast with the background. The white title bar should have zero transparency. If the gray title bar is used, set its blending mode to Multiply. Position: Title bars should rest on the action safe zone. Animation: Title bars should move from off screen to final position in approximately 11 frames.
Subtitle Swiss Roman 38/42 px White or black depending on title bar being used Animation: Name, credentials, and subtitle should always fade in at the same time, approximately 6 frames after the title bar arrives at its final position.
IDEXX video and animated media guidelines | Composition and layout
Contents
Page 15
Music and sound design Audio plays an important role in communicating the IDEXX brand. The choice of music should be based on the tone of the video’s message, be appropriate to the flow and pace of the imagery, and communicate a professional and confident sensibility. Music style Choose music that expresses the IDEXX brand personality. Select music without words. Do not use pop music or music in the public domain that carries an inherent quality already associated with another notion. Sound design Sounds may be used to enhance an on-screen action or message but should never be allowed to dominate or interfere with the flow of the video.
IDEXX video and animated media guidelines | Composition and layout
Contents
Page 16
Sequence format The sequence below illustrates a standard scene organization. The length of each scene should be based on the content being communicated and/or the time it takes to read on-screen text. Work to keep content succinct and on-point with a overall length between 90 and 120 seconds.
Opening title
Subject-matter content
Video start
Tagline (if appropriate)
Copyright and legal information
IDEXX logo
Call to action
Video end
Include some sort of actionable “next step” at the end of the subject-matter content
IDEXX video and animated media guidelines | Composition and layout
Contents
Page 17
Closing screens
Tagline Centered on screen Subtle animation allowed
IDEXX logo Dimensions Width = (screen width + screen height) ÷ 5 (two times the size of the logo in the opening title) Logo always fades in and out. No additional animation allowed.
Copyright/legal information Swiss Roman Maximum text size of 28/40 px (Size may vary depending on amount of copy) Black Centered on screen Text fades in and out No additional animation allowed
IDEXX video and animated media guidelines | Composition and layout
Contents
Page 18
Motion graphics
Motion graphics can condense lots of information into short, informative and visually appealing presentations. Often motion graphics begin with or are based on a static information graphic. At IDEXX, we use motion graphics to explain processes, illustrate work flows, depict data, and more. The style of elements used in motion graphics should adhere to those outlined in the Icons and illustration guidelines available through IDEXX Brand Communications. PEDV Contagion Cycle
Disease Carriers
Herd
IDEXX video and animated media guidelines | Composition and layout
Contents
Page 19
Technical specifications File formats MP4 wrapper H.264 codec
Camera (Taken off camera and prepared for raw review and usage) Resolution: 1920 px × 1080 px Bitrate: 10–12 Mbps Frame rate: 29.97 (This should be set in camera)
For iterative review of work in progress Please consider file size and download time when preparing pieces for stakeholder review. Resolution 1280 px × 720 px (Smaller sizes may be acceptable as well; email your IDEXX contact for their preferred method of receiving files for review) Bitrate: 3–6 Mbps Frame rate: 29.97 (In camera)
Final Resolution 1920 px × 1080 px Bitrate: 6–10 Mbps Frame rate: 29.97 (In camera)
IDEXX video and animated media guidelines | Composition and layout
Contents
Page 20
IDEXX Video and Animated Media Toolkit The IDEXX Video and Animated Media Toolkit contains the following components: • Adobe® After Effects® CC master template - External audience opening and closing titles (product/service focused) - External audience opening and closing titles (interview/discussion focused) - Internal audience opening and closing titles - Lower thirds treatments - Header and body copy style examples
IDEXX logo (EPS)
Opening: product/service CAG
Title bar gray #97999B.ai
• IDEXX logo (EPS) • Businesses color solids (Adobe After Effects layers)
Title bar white.ai
• Title bars (white and gray) • Swiss 721 font MAC zipped folder
IDEXX businesses layer solids Opening: interview, discussion
Internal communication IDEXX businesses arc element
Download the IDEXX Video and Animated Toolkit
IDEXX video and animated media guidelines | Composition and layout
Contents
Page 21
Never do this
Deconstruct the IDEXX logo for animation purposes.
Rotate or “fly-in” the IDEXX logo.
Fly-in the circle of focus as a 3-D element.
Use flashy presets to animate text.
IDEXX video and animated media guidelines | Composition and layout
Use silhouetted imagery in the circle of focus.
Contents
Page 22
Revision history
Second edition September 2016 First edition November 2015
IDEXX video and animated media guidelines | Revision history
Contents
Page 23
For any information that you didn’t find in this guide, please contact
[email protected] To download IDEXX brand assets, visit brand.idexx.com
IDEXX Laboratories, Inc. One IDEXX Drive Westbrook, Maine 04092 United States
IDEXX Europe B.V. Scorpius 60 Building F Hoofddorp, 2132 LR The Netherlands
© 2016 IDEXX Laboratories, Inc. All rights reserved. • 09-81515-01 Adobe and After Effects are either registered trademarks or trademarks of Adobe Systems Incorporated in the United States and/or other countries. All other ®/TM marks are owned by IDEXX Laboratories, Inc. or its affiliates in the United States and/or other countries.
