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.
Video elements & guidelines
UPM video elements
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.
Video ratios, grid system and usage
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.
Below is a structured overview of the four most used formats.
Each is described by its use case, standard resolutions, and modular grid system.
16:9 – Full HD
Usage: Primary format for corporate videos, presentations, training materials, YouTube, websites, and internal displays.
Common resolutions:
- 1920×1080 (Full HD)
- 1280×720 (HD)
- 3840×2160 (4K UHD)
Modular grid system:
- Shorter side = 9X
- Longer side = 16X
- Grid ratio: 16x9
9:16 – Vertical (mobile-first format)
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:
- 1080×1920 (Full HD vertical)
- 720×1280 (HD vertical)
Modular grid system:
- Shorter side = 9X
- Longer side = 16X
- Grid ratio: 9x16
4:5 – Portrait format for social media
Usage: Optimized for mobile feed posts on LinkedIn and Facebook. Great for vertical ads, testimonials, and awareness content.
Common resolutions:
- 1080×1350
- 864×1080
Modular grid system:
- Shorter side = 9X
- Longer side = 11.25X
- Grid ratio ≈ 9x11.25
1:1 – Square format
Usage: Used mainly in social media posts and sponsored content on platforms like Instagram and Facebook. Optimal for feed visibility and engagement.
Common resolutions:
- 1080×1080
- 720×720
Modular grid system:
- Both sides = 9X
- Grid ratio: 9x9
2.39:1 – Cinematic widescreen
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:
- 1920×803
- 3840×1607
Modular grid system:
- Shorter side = 9X
- Longer side ≈ 21.5X (rounded from 2.39:1)
- Grid ratio: ≈ 21.5x9
Logo placement
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.
Highlight typography
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:
- format – 1920x1080
- X module – 120 px
- font size – 84-96 pt
- font leading – 92,4-105,6 pt
- font tracking - 0 (default)
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.
Lower third (nametag)
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:
- name - font Mona Sans Semibold, color Transparent, size 0,45 X, (e.g., for Full HD - 54 pt)
- job title - font Mona Sans Regular, color Energy, size 0,35 X (e.g., for Full HD - 42 pt)
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.
Subtitles
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.
- 1,5 X – subtitles section
- Minimal distance
- From bottom edge – 0,45 X
Sample settings:
- format – 1920x1080
- font size – 52 pt
- font leading – 70 pt
- Shadow – opacity: 100%
- X offset: 4 px
- Y offset: 4 px
- blur: 2 px
- color: #000000
Business area name
If including the business area name in the video, align it consistently.
Center horizontally and vertically. Set height to 0.5X.
Sample settings:
- format – 1920x1080
- X module – 120 px
- business area name height – 60 px
UPM video technicalities
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.
Storytelling with pace
- Keep videos concise and engaging, ensuring each frame has a purpose.
- Capture a mix of slow-motion and real-time footage.
- Utilize dynamic but not overwhelming transitions.
- Maintain a consistent style across different business units.
Shooting style
- Use smooth camera movements: gimbals or stabilized handheld shots for a natural look.
- Capture a mix of wide, medium, and close-up shots to provide visual variety.
- Avoid excessive zooms and unnecessary special effects.
Video ratios
- Please film in a 16:9 format, keeping in mind that it’s optimal to frame the footage for multiple purposes
- Golden ratio, white space for copy, leaving room for name tags or captions, and avoiding visual clutter.
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Other end-use cases to keep in mind:
- Social media: 1:1, 16:9, 9:16, 4:5
- Brand films and events videos: 2.39:1
- UPM web headers (visible area): 5:1
Sound and voiceover
- Prioritize clear, high-quality audio in interviews, webinars, and narrations.
- Background sound should enhance, not distract - avoid overly dramatic soundtracks.
- Audio should be excluded in b-roll footage.
Deliverables
- To make asset management as easy as possible, please ask videographers to deliver b-rolls to Project Management folder created in UPM’s Material Hub.
- The content should consist of basic color grading, exclude audio, and be delivered as MP4 files, in 4K quality.