Skip to content

Film and video

Creating and producing film and video –  Do's and Don'ts

Video is a powerful tool to increase awareness of what we do and who we are. However, as with all communication material, it needs to follow the principles laid out in the Brand Manual. Please refer and use this visual set up for all movies. It is important to ensure we are consistent in our narrative and messages, especially when it comes to sustainability, so we do not speak with conflicting voices in different parts of the organization. Remember, a strong brand is built when you deliver on a promise. Please follow these rules when creating films and videos:

  1. All films regarding greener branding or sustainability are produced centrally. If such a video is to be produced locally, prior approval must be obtained by contacting Group Brand and Marketing.
  2. All videos produced need to follow the templates developed for video production in terms of texting and layout of video.
  3. Films approved should and will be added to the Hydro’s YouTube channels.
  4. If we already have a video for the topic, this video should be used and if needed translated to the local language.

Grid/Watermark

A grid (or frame) should be established to avoid any elements being placed too close to the edge. The grid should never be visible.

Watermark should be placed in upper right corner and be visible throughout the whole film.

Exception:

Watermark should not be part of the end page, where the logo (tagline version) appears bigger and in full color.

A video image with hydro logo placed as watermark in top right corner
Outer grid: 0.5 x Watermark height from outer edge Watermark logo 1/8 of total height White - 50% opacity No elements to be placed outside the outer grid.

Personal/General information

Personal or general information (for example, name of person being interviewed) should be placed in upper left corner.

Video image with info box placed top left.
Font/size: Name Ivar Display 60 px. Font/size: Title, function etc. Ivar Display 40 px. Line space 50 px Font color: Hydro Blue or white. If background is very busy or with huge contrasts, a box can be applied behind the text: Hydro Blue or white 80% opacity. All texts inside boxes should have a margin equal to the size of the outer grid. Elements to appear as: - dip to white (0.3-1.0 sec.) - dip to black (0.3-1.0 sec.) - slide in (from left)

Subtitles

Subtitles should be centered and have a darker background. Note that films are widely seen on mobile devices today, and size of text needs to reflect this.

Try also to minimize amount of text that is shown. Rather more frequent changes than too much at once. Never more than two lines.

A group of three persons in work clothes, with superimposed subtitles.
Font/size: Arial Regular white 32 px. Line space 36 px. Black background 80% opacity

Titles/Chapter text. Transparent background

Titles or chapter information should be placed either on a transparent background or a solid color. Example shows a dark, transparent color version.

Interior factory floor. Right part of image has transparent box with white text
Font/size: Ivar Display 80-100 px (size may vary to fit the length of title). Line space: same as font size. Font color: White on Hydro Blue (or one of the dark colors from the Hydro palette) 80% opacity. All texts inside boxes should have a margin equal to the size of the outer grid. Elements to appear as: - dip to white (0.3-1.0 sec.) - dip to black (0.3-1.0 sec.) - slide in (from left)

Titles/Chapter text. Transparent background

Titles or chapter information should be placed either on a transparent background or a solid color. Example shows a white transparent version.

Interior factory floor. Right part of image has transparent box with dark text
Font/size: Ivar Display 80-100 px (size may vary to fit the length of title). Line space: same as font size. Font color: Hydro Blue on white background 80% opacity. All texts inside boxes should have a margin equal to the size of the outer grid. Elements to appear as: - dip to white (0.3-1.0 sec.) - dip to black (0.3-1.0 sec.) - slide in (from left

Narrative text. Solid background

Text as narrative should be placed either on a transparent background or a solid color. Example shows a white, solid background.

Interior factory floor. Right part of image has white solid box with dark text
Font/size: Arial Bold 50-70 px (size may vary to fit the total amount of text). Line space: same as font size Font color: Hydro Blue on white background (solid). All texts inside boxes should have a margin equal to the size of the outer grid. Elements to appear as: - dip to white (0.3-1.0 sec.) - dip to black (0.3-1.0 sec.) - slide in (from left)

Narrative text. Solid background

Text as narrative should be placed either on a transparent background or a solid color. Example shows a dark, solid background.

Interior factory floor. Right part of image has dark solid box with white text
Font/size: Arial Bold 50-70 px (size may vary to fit the total amount of text). Line space: same as font size. Font color: White on Hydro Blue background (solid). Other dark colors from the Hydro palette may be used if appropriate. All texts inside boxes should have a margin equal to the size of the outer grid. Elements to appear as: - dip to white (0.3-1.0 sec.) - dip to black (0.3-1.0 sec.) - slide in (from left)

Narrative text. With smaller, transparent box

Narrative text boxes can be placed where most appropriate on the film, but should always be locked to the edge,as shown below.

Factory interior. Smaller, dark, transparent block lower left half of image. Bold white text.
Font/size: Arial Bold 40-50 px (size may vary to fit the total amount of text). Line space: same as font size Font color: white on Hydro Blue backgrounds (or one of the dark colors from the Hydro palette). 80% opacity All texts inside boxes should have a margin equal to the size of the outer grid. Elements to appear as: - dip to white (0.3-1.0 sec.) - dip to black (0.3-1.0 sec.) - slide in (from left)

Narrative text. With smaller, transparent box. Examples

Several examples; Interior factory floor. Small transparent text boxes, white or dark, different positions on image, always aligned with outer edge.
Font/size: Arial Bold 40-50 px (size may vary to fit the total amount of text). Line space: same as font size Font color: white on Hydro Blue backgrounds (or one of the dark colors from the Hydro palette) or Hydro blue on white backgrounds, 80% opacity. All texts inside boxes should have a margin equal to the size of the outer grid. Elements to appear as: - dip to white (0.3-1.0 sec.) - dip to black (0.3-1.0 sec.) - slide in (from left)

Narrative - text only

When narrative text is placed directly on the film without a background box, always make sure legibility is as good as possible. Avoid long texts and avoid using this feature if the film is very detailed or with huge contrasts. Addi- tionally, make sure text is not placed inappropriately, for example, on a person’s face or similar.

Four images with transparent Hydro logo top right, solid white text centered horizontally and vertically
Font/size: Arial Bold 60-80 px (size may vary to fit the total amount of text). Line space: same as font size Font color: white on dark backgrounds or Hydro blue on light backgrounds. Elements to appear as: - dip to white (0.3-1.0 sec.) - dip to black (0.3-1.0 sec.) - slide in (from left).

Transitions

Transitions between sequences (or ‘chapters’) should be done consistently throughout the whole film.

Canvas split between two images. Large, white, transparent arrows on left half of image, pointing right. Hydro logo transparent top right.
Transitions should be either: 1; Linear wipe - from left to right, with sharp edge. (0.3-1.0 sec.) or 2; Dip to white (0.3-1.0 sec.) or 3; Dip to black (0.3-1.0 sec.)

Important:

To make sure the style of the film is according to Hydro’s overall tone of voice and visual identity, avoid creative or ‘funny’ effects.

End of film

The end of the film should always carry an ‘end page’ with Hydro’s logo, as shown below. This should not have the watermark.

Four solid backgrounds with Hydro sail logo with tagline We are aluminium