The visual look and feel of the brand and stock videos should be in sync with our photography look and feel.
Video guidelines
There should be margins and safe areas for videos to show all the content properly.
16:9 video has 100 px margins.
This ensures that all our video materials have large enough margins that they follow the TV safe areas (action safe and title safe) by default.
Columns
The content area inside the margins is divided into six vertical columns that have 10 px space between each other. The columns guide the positioning of texts and other content.
Margins and columns in social media materials
Margins The social media sizes have a minimum of 70 px margins.
Columns The content area is divided into four vertical columns that have 10 px space between each other. The columns guide the positioning of texts and other content.
Clear space
Remember that the story format has an extra clear space of about 250 px on the top and bottom reserved for Meta’s automatically generated UI-elements.
If the text is aligned to the bottom of the canvas in 4:5 and 1:1 materials, make sure to have 10% of clear space at the bottom in order to keep the composition airy.
Logo use in videos
Static corner logo
The static corner logo is used on its own in very short videos, e.g., 5 second videos, where we would not have enough time for animated logo outro and Fortum brand needs to be present. This applies mainly to social media videos.
Centered logo outro
The logo outro can be used on its own in 6-10 second videos.
This is long enough time to have the animated logo outro in the video, while still short enough to have the logo appear in the first few seconds of viewing it. This length of videos is usually used in social media where the Fortum logo is also always present as the publisher.
Just the logo outro alone can be used in longer videos as well if they are internal videos or videos that live in our own channels and locations. In these cases, the static logo isn’t a must since the platform or location itself is clearly on brand.
Static corner logo and logo outro
The static corner logo is often used together with the logo outro in external videos longer than 10 seconds. This ensures the best possible brand recognition for our longer videos.
Animated logo
The animated title and logo combination can be used in videos that don’t require constant static logo present in the visuals but where the brand needs to be showcased from the first seconds of view time. This also works well in videos, where Fortum has the role of presenter.
Static corner logo
The logo placement is inside the title safe and action safe areas. This ensures that the logo is always visible and won’t crop on different sized screens. The margins and columns help positioning the logo. On the top the logo is aligned to the margins by the letter “t”. The minimum sizing of the logo is one column in 16:9 videos and 1,5 columns in 9:16 videos.
There are four possible corners for the logo which should be used in this order:
- Top left corner
- Top right corner
- Bottom right corner
- Bottom left corner
Note! Always make sure, the logo never falls under the subtitles.
Due to the headline texts usually looking best and catching most attention on the top, the primary logo placement in social media videos is on the bottom right. Also, because the logo is already always present on the top of every social media post, it looks better to have the logo repeating at the bottom. If the headline looks better at the bottom, then the logo works best on the top.
Note! When the social media videos have subtitles make sure the logo never falls under the subtitles.
Primarily place the static logo at the bottom right corner.
Due to the headline texts usually looking best and catching most attention on the top, the primary logo placement in social media videos is at the bottom right. Also, because the logo is already always present on the top of every social media post, it looks better to have the logo repeating at the bottom. The logo can be used in Powering green or white on top of videos.