Video expresses the spirit of our brand
Visual content is more than 40 times more likely to get shared on social media than a text-only message. Video allows you to be concise and capture viewers’ interest in the first few seconds.
When used as a storytelling medium, video shortens the distance between the university and our target audience because it connects on an emotional level. In the same way that images work, maintaining a consistent brand look and voice in your videos will align you with York’s vision as a high-quality, research-intensive learning environment committed to the public good.
Video Examples
Videos used in our branded material should tell human-centred stories that demonstrate curiosity, initiative and courage. By capturing passionate, grounded people who are shaping our future, we will inspire others to join us in realizing our greatest potential.
Here are some examples of footage below for capturing students, campus, staff and Faculty. If you would like to download existing video b-roll click here
Audio helps bring our stories to life and inspires our imagination. An instructor’s voice, a perfect string quartet, a video soundtrack or an inspiring speech: York’s sound is textural and sensuous, thoughtful and strategic. It doesn’t overwhelm the video or obstruct information sharing by being poorly recorded. Sound supports the story and is respectful of the message and person behind it.
Tips for producing high-quality branded audio and video
- Look for an unexpected angle or viewpoint.
- Capture activities or settings that feel specific to York.
- Ask: Does it inspire, ignite curiosity or encourage sharing?
- Ensure it captures natural, authentic moments that reveal the true nature of the setting and your subjects.
- Use audio as you would photography or writing to get your message across to the listener.
- Always use a microphone when subjects are talking on-camera, to minimize background noise and to avoid that “faraway” or faded voice sound
- Keep it dynamic and short (between 15 and 90 seconds). Viewer attention span is limited, especially when watching content on social media.
- Don’t try to pack multiple topics into a single video – focus on one topic and one clear call to action.
- Maintain the visual dynamic: Use a variety of images and angles to keep viewers interested.
- Know what is trending in relation to what you want to talk about, and make sure to leverage relevant hashtags in your video tagging and description.
Download Full Brand Standards
This website provides high level brand information, tools, templates and best practices however the full brand standards provide detailed rules on using the brand. Need help? Contact University Brand & Marketing for support and to answer questions about developing on-brand communications.