Westpac Video Guidelines.

Transcription

1 Westpac Video Guidelines. August 2018 Note: These guidelines do not refer to social videos

2 Contents. Brand personality, TOV and language use 3 Identity snapshot..4 Colour palette 5 Logo.6 Co-branding logos 7 Energy graphics 8 Wedge..9 Imagery..10 Typography...11 Text parametres...12 Icons.21 Charts, graphs and infographics..22 Rates and other numerals...23 Animations...24 Audio voiceover, music and other sounds.25 Terms and conditions...26 End-frames...27 End-frames co-branded.28 End-frames copy, spacing and alignment...29 Contact us.30 Opening frames 13 Captions.14 Subtitles..15 Frames: Text-only.16 Frames: Imagery and text...17 Frames: Product.18 Splitting frames..19 Transitions...20

3 Brand personality, TOV and language-use. 3 Westpac is about helping people in moments that matter refer to The Big Book of Help for more about our Brand strategy and how to apply the Help construct. Avoid formal and complex language wherever possible and try to sound warm, approachable, optimistic and experienced. brand@westpac.com.au to get a copy of The Big Book of Help

4 4 Identity snapshot. Open frames. Logo. Fonts. Energy graphics. Imagery. End-frame. Colours.

5 Colour palette. 5 For videos running on web-based digital channels, we need to use the GEL colour palette: For those videos running on digital screens at events, we use the Retail RGB colour palette. Refer to our Master Brand Guidelines for those colour values. NOTE: Primary Red is commonly referred to as Westpac Red. Neutral is commonly referred to as Charcoal. Background is commonly referred to as Stone Aubergine is the common reference but on the GEL colour palette it is called Hero..

6 Logo. 6 We use the stacked 200 Years logo on a white background, in its original colours using GEL RGB red - Westpac Red The logo should only be used on the end-frame. To use the logo anywhere else within a video is subject to Brand s discretion.

7 Co-branding logos. 7 Generally, we only co-brand logos on the end-frame. See page 28 for more info on co-branded end-frames..

8 Energy graphics. 8 There are two energy graphics that are used in video Energy Slide and Energy Burst. The Energy Slide is used on our end-frames while the Energy Burst is used as a background for text-only frames, including text-only opening frames. Energy Slide. Colour order. Energy Burst. NOTE: On the Energy Slide there is a transparency grade applied to Light-Red and Mid-Red. brand@westpac.com.au for these assets.

9 Wedge. 9 The wedge stems from our logo, as shown below. The wedge may be used as a design element to split a frame, and it can be used as an animation in frame transitions. See pages 19 and 20 for examples. brand@westpac.com.au if you need this asset.

10 Imagery. 10 We always showcase humanity. Our imagery should look Australian and capture the diversity of everyday Australians, reflecting observed moments that are authentic and emotive. Steer clear of imagery that looks stocky or staged, is over-filtered or subjects are directly looking at the camera. Wherever possible, incorporate red cues and apply the Westpac warm filter. See our master Brand Guidelines for more details. Australian. Everyday people. Diversity. Observed moment. Authentic. Emotive. Note: The Brand team doesn t have an imagery library available.

11 Typography. 11 Font types. Purchase here: Purchase here: Background. Font colours. Westpac Red White. Notes. Chronicle is our lead font while Gotham is mostly for supporting copy. Chronicle copy should be kept to max. 3 lines. Stone Charcoal Font type, colour, and size must stay the same within a sentence. Always use sentence-case with full-stops. Imagery White. Charcoal No caps-lock, italics, underlines, shadows, exclamation marks or ellipses. Text is left-aligned but can be centred, subject to Brand s discretion.

12 Text parameters. 12 See below for text sizes and spacing, and see page 28 for end-frames specifically. For Terms & Conditions, see page 25. Please note that these parameters below may slightly vary depending on contextual placement, subject to Brand s discretion. Chronicle titles. Start at 340px from left edge of video. 120px when Chronicle title is by itself, and 100px when there are other elements on the frame. Left-aligned. 130 leading spacing. Gotham body copy. Start at 340px from left edge of video. 50px 60 leading spacing.

13 Opening frames. 13 There are two options for opening frames. For customer-facing videos we prefer to start with imagery if possible. Image and text. Text-only. Imagery may be a photo or video. Imagery selection or text placement needs to consider legibility. Chronicle font in white. Use Charcoal if white is illegible. No red. Font size needs to be large and consider mobile view. Background design is the Energy Burst. Chronicle font in white. Font size needs to be large and consider mobile view. Copy is always left-aligned don t go past the line shown below. Copy may be left-aligned or centred depending on the imagery. Note: The opening-frame needs to include the Help construct. Refer to the The Big Book of Help contact Brand for a copy.

14 Captions. 14 No text-box. Text-box. Preferred option to use when imagery doesn t affect legibility. Preferred placement is in the bottom-left corner. Flexible placement allowed depending on imagery. Text should not go over the person or get too close. Ensure text isn t too close to any edge. White font for darker backgrounds, Charcoal for lighter backgrounds. Job title, company, department and/or location is Gotham in white. Ideal option to use when imagery affects copy legibility. Always in the bottom-left corner Running off the left edge but not too close to the bottom edge. Always Dark-Red with a transparency gradient applied. Always curving on the right-end as shown above. Name is always Chronicle in white. Job title, company, department and/or location is Gotham in white.

15 Subtitles. 15 No text-box. Text-box. Preferred option to use when imagery doesn t affect legibility. Gotham font in white. Text is centred along the bottom of the frame. Max. 2 lines of subtitles per frame. Font size needs to consider legibility, especially on mobile view. Use this option when imagery affects legibility. Text-box is Charcoal with a transparency gradient applied. Gotham font in white. Text is centred along the bottom of the frame. Max. 2 lines of subtitles per frame. Font size needs to consider legibility, especially on mobile view.

16 Frames: Text-only. 16 Energy Burst. Note: Text can t pass the marked line shown below. Stone. Examples only.

17 Frames: Imagery and text. 17 There are three design layouts you can use, as shown below. Only use one sentence per frame over max. 3 lines. In examples 1 and 2 below, always use Chronicle font. Use example 3 below when you need to use bullet points, and use Gotham font here. 1. Full-bleed image. 2. Energy slide with image. 3. Wedge with image. <Insert Image> NOTE: Wedge must always be Stone. Examples only.

18 Frames: Product. 18 Where possible, we prefer to feature product in lifestyle shots showing the product being used. When we must showcase product on its own, we always use a Stone background. Cards. Devices and/or screenshots of our website or mobile app. Note: Cards must be horizontal should not touch or overlap. Examples only.

19 Splitting frames. 19 Use the wedge to split frames, evenly. Imagery may be photos or videos. For image and text frames this is most useful when you want to use imagery but also need to use icons and/or bullet points - try to avoid using icons over imagery. For imagery only frames the wedge can help tell a story, show varied case scenarios or demonstrate a comparison. Imagery and text. Imagery only. Examples only.

20 Transitions. 20 Always coming in from the right, moving left-ways. Frames.. Copy. Examples only.

21 Icons. 21 For practical applications of icons use our GEL icons which are designed for accessibility : Icons are mostly to be used on backgrounds that are either Stone or Westpac Red try to avoid using icons over imagery. For Stone and Imagery backgrounds, use circled icons in Westpac Red, Aubergine or Charcoal in order of preference. Icons are reversed white on a Westpac Red background. For animation style videos we use icons from our retail icon library - see page 24 for more details. Stone background. Imagery background. Westpac Red background. Minimum clear spacing. Minimum sizing. Note: To create and use and icon not available on GEL, you must request pre-approval from the Brand team. Examples only.

22 Charts, graphs and infographics. 22 Our GEL icons can be used to create charts, graphs and infographics. Refer to the Icons section within this document for more info on using icons. Charts, graphs and infographics must always be on a Stone background, and they may include a variation of colours including Westpac Red, Aubergine and Charcoal. Numerals should be Chronicle but there are some exceptions for using Gotham, subject to Brand s discretion. Examples only.

23 Rates and other numerals. 23 Rates, dollar amounts and other numerals should always be Chronicle in Westpac Red or Charcoal on a Stone background. For rates, decimal digits are 65% of the height of the primary digit, top-aligned and the % p.a. is locked up to the same height as the last digit. For dollar amounts, the $ sign will be 65% the height of the primary digit, top-aligned. For percentages, the % will be the same height as the last digit, top-aligned. For numbers, use same sizing. NOTE: There are times when Gotham numerals are allowed but this is mostly when numbers on charts/graphs are quite small - subject to Brand s discretion. Examples only.

24 Animations. 24 Icons and product shots can be used to create animations using icons from the retail icon library for access to the library Do not create new icons and do not use GEL icons which are strictly intended for practical applications. We allow some creative flex on how you bring these animations to life but try to keep it clear and comprehensible with a controlled pace subject to Brand s discretion. Examples only.

25 Audio voiceover, music and other sounds. 25 Our Brand voiceover talent is Lenka and there is no alternative option so please be mindful of costs and timings. Lenka must be booked through our agency partners at DDB please Gemma Crane Listen to Lenka in our 2018 brand TVC Help. It s What Australians do. on YouTube: Music can vary depending on the context of the video. Other sounds include the Chopper Sting which must be used on the end-frame when the chopper rotors animate into frame. See page 27 for more.

26 Terms and conditions. 26 Always use Gotham font, using white or charcoal depending on legibility. For shorter T&Cs use font size 20pts and for longer T&Cs use 16pts. On frames throughout the video, left-align or centre T&Cs depending on the text alignment used for the main copy on that frame. For T&Cs on end-frames, they will always be left-aligned and cannot run past the dotted line shown below. Examples only.

27 End-frames. 27 Our end-frame uses what we call the chopper animation describing how the energy graphic animates and lands on the design you see below. The chopper animation resembles the rotors of a chopper, in honour our association with the Westpac Rescue Helicopter Service There is a ready-to-use asset for the end-frame The chopper sting (sound of helicopter rotors) needs to be applied when the chopper rotors are animating into frame - Important: When applying the sting, the sound should gently come in and out. It should not be abrupt, intense or overwhelming. Voiceover needs to stop playing before the chopper animation and sting.

28 End-frames co-branded. 28 The partner logo is always stacked above our logo, two spacer widths away. NB: 1x spacer width = the same width as the middle-stem in our W. There are no other set guidelines around sizing of the partner logo because of how varied each logo can be. Use best judgement when sizing the partner logo and be mindful that it should not be more prominent than our logo. Sizing of the partner logo is subject to Brand s discretion. Example only.

29 End-frames copy, spacing and alignment. 29 Less is more when it comes to copy on the end-frame. See below for word limits, text sizes, spacing and alignment. For T&Cs, refer to the Terms & Conditions section within this document.

30 We re here to help.