MULTI-BRAND STRATEGY &BASTIC STYLE GUIDE16 JUNE 2015

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).

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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.

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.)

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BRANDING SCENARIOSScenario 1: HarvardX + 2 additional visual expressions of brands

Example: HarvardX + Harvard Law School + Harvard Extension SchoolSecond set of titles dissolves in and remains up on screen until the end of the bumper.

In Conjunction withHarvard Law School

Harvard Extension School

BRANDING SCENARIOSScenario 2: HarvardX as the sole brand

Alternative Option: White BackgroundAs an option, use a white or transparent (seen below) background if it makes more sense for the overall look of the video.

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BRANDING SCENARIOSScenario 3: HarvardX + Partner School

Example: Visualizing Japan, HarvardX + MITXExample of a white background as a reverted option—where an element requires a white background instead of the black background

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.

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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 read-able 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.

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

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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 FarmerHarvard H.H.Chan School of Public HealthPartners in Health

Paul FarmerHarvard H.H.Chan School of Public HealthPartners in Health

COPYRIGHT INFORMATION & CREDITS

Two-Line Lower Thirds & Three-Line Lower Thirds

Helvetica Neue RegularHelvetica Neue MediumHelvetica Neue Medium

Helvetica Neue RegularHelvetica Neue Medium

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FACULTY ATTRIBUTION & ABBREVIATIONSFaculty & Guest Attribution:

Faculty and guest attributions should appear once and be considered part of the in-troduction 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 CaseWhen 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 MemberFull Name: Thomas Forrest KellySchool: Faculty of Arts & Sciences

Thomas Forrest KellyFaculty of Arts and Sciences

FACULTY ATTRIBUTION & ABBREVIATIONS

Scenario 2: Harvard Faculty Member + Harvard AffiliationFull Name: David KeithSchool: Harvard School of Engineering and Applied SciencesHarvard Kennedy School

David KeithHarvard School of Engineering and Applied SciencesHarvard Kennedy School

Scenario 3: Harvard Faculty Member + Outside AffiliationFull Name: Paul FarmerSchool: Harvard T. H. Chan School of Public Health; Partners In Health

Paul FarmerHarvard H.H.Chan School of Public HealthPartners in Health

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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 NeueFont Size: 70 pt. Color: R: 238 G: 194 B: 59

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.

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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)

HARVARDX BUG

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