An image is worth a thousand words, but a motion picture speaks volumes! Welcome to our video visual style guide, where you'll find comprehensive instructions on branded elements and the technical requirements for shooting a video.
In this section of UPM brand’s toolkit, you will find video elements guidelines: detailed instructions on logo placement, grid structure, lower thirds, highlight typography, and more.
Our aim is to create videos that are fresh, modern, and authentically engaging, ensuring UPM stands out with a vibrant and cohesive visual identity. Dive in to discover how to bring our stories to life with style and precision.
When producing video content for our brand, choosing the correct aspect ratio is key to delivering a consistent, high-quality experience across all platforms.
The grid system is based on dividing the shorter side of a video frame into 9 equal units (X). The longer side is then scaled proportionally using the same unit. This modular approach ensures visual consistency across different formats and helps with layout planning, text placement, and safe zones during video production.
Usage: Primary format for corporate videos, presentations, training materials, YouTube, websites, and internal displays.
Common resolutions:
Modular grid system:
Usage: Designed for mobile platforms like Instagram Stories, Reels, TikTok, and YouTube Shorts. Ideal for behind-the-scenes content, short-form ads, and employer branding aimed at younger audiences.
Common resolutions:
Modular grid system:
Usage: Optimized for mobile feed posts on LinkedIn and Facebook. Great for vertical ads, testimonials, and awareness content.
Common resolutions:
Modular grid system:
Usage: Used mainly in social media posts and sponsored content on platforms like Instagram and Facebook. Optimal for feed visibility and engagement.
Common resolutions:
Modular grid system:
Usage: Ideal for high-end brand films, storytelling, and cinematic visuals that create a dramatic and premium effect. Suitable for events, campaigns, and flagship videos.
Common resolutions:
Modular grid system:
Always include a corner logo (video bug) in UPM videos. It helps reinforce brand identity and ensures clear ownership of the content across all platforms.
The UPM logo is placed in the upper right corner in the X module height. Keep safe space around it which is 0.5 X.
The logo is white (#FFFFFF), without any shadow or outline.
If needed (e.g. when official intro or endplate videos are not used), place the company logo at the center of the frame. It should be vertically and horizontally aligned, with a height of 4X. This ensures strong brand visibility at key moments.
Use highlight typography to draw attention to key messages, slogans, or impactful phrases. It helps important content stand out and strengthens the brand’s tone and voice.
Sample settings:
Highlight typography font is Mona Sans Semibold. Adjust the font height as needed, but remember to keep it between 0.7 X and 0.8 X the x-height. Set leading to 1.1 (110%) of the font size, tracking to 0 (default), and limit text to a maximum of two lines.
Place the highlight typography in the designated area: - aligned to the left at 2X from the left edge - aligned to the right at 2X from the right edge - aligned to the center placed centrally.
No part of the typography can be closer to any edge than 2X.
You can place highlight typography on a solid single-color background, photo, or video. When choosing colors, remember to use brand colors and follow Design fundamentals. For readability, maintain proper contrast between the text and the background.
Place the name tag always on the left side. Set its height to 1.5 X and distance from the bottom edge to 1.5 X.
The text alignment set to the left.
Set text boxes distance from the left edge to 2 X.
The color of the name tag is Reliable.
Typography:
Stretch the typography section to adjust to the text. The distance from the last letter of the name or job title to the end of the name tag is 1.5 X.
Try to keep the name tag as short as possible, the maximum is 1680 px.
Font for subtitles is Mona Sans Semibold. Place subtitles at the bottom, use white (HEX #FFFFFF) text with a shadow, and adjust all parameters for readability.
Sample settings:
If including the business area name in the video, align it consistently.
Center horizontally and vertically. Set height to 0.5X.
Sample settings:
While the visual narrative applies to both photography and videography, there are some technical specifications for video. When arranging a shoot, it’s always good to capture moving video at the same time.
Ultimately, the b-roll is versatile footage that can be repurposed for various end-use cases. These guidelines consist of things to consider when capturing videos.
Other end-use cases to keep in mind:
We use cookies on this website to ensure the best user experience and target personalised content and relevant advertising. Some cookies are necessary to provide you with a trustworthy service and cannot be declined. Choose the best option for you.
For more information, please see our Privacy Policy.
Your selection
You control your data. We and our business partners use cookies to collect information about you for various purposes:
You may withdraw your consent at any time by clicking the Cookie settings in the footer of each page.
Your selection
You control your data. We and our business partners use cookies to collect information about you for various purposes:
You may withdraw your consent at any time by clicking the Cookie settings in the footer of each page.