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How to apply brand guidelines across channels
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Every video is an expression of the UCLA Health, UCLA David Geffen School of Medicine (DGSOM) and/or UCLA Mattel Children’s Hospital brand and as such, they should have a consistent visual style. The graphic treatments contained within this guide are intended to provide brand consistency without interfering with the message and content contained in each video. A standard graphics package is available for download for UCLA Health and DGSOM branded videos as well as UCLA Mattel Children’s Hospital and the UCLA Health/Lakers partnership.
Every video should end with a standard five second animated bumper that includes our original music track and “it begins with U.” There is a version for UCLA Health, a co-branded version for UCLA Health and the David Geffen School of Medicine at UCLA, and UCLA Mattel Children’s Hospital. The animated video bumper files are available for download on the identity site in both 720 and 1080 resolutions.
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Many videos will not require a title graphic. However, if your video does require a title graphic, please follow the following guidelines. Title graphics should be consistent on all videos.
The preferred font used for titles is Interstate Regular. However, Interstate Bold may also be used. The title graphics should always have a generous amount of negative space surrounding the type so that there is not a lot of visual tension. It is recommended that the “molecule” background treatments be used for all video titles.
Whenever on-camera talent is to be identified in a video, the graphic solution shown at the left is the only approved treatment. Whether the talent is filmed on Green Screen or on location, the same graphic treatment should always be used. A UCLA Blue panel is placed near the lower left of the frame and it should fade out approximately half way across the frame.
The blue panel can animate into the frame by sliding in or fading up. More involved animation uisng the molecule graphics form the background can also be used if desired. The blue panel should measure 258 pixels tall. The width can vary according to the length of the titles. The blue panel shown in the example at the left measures approximately 1200 pixels wide. The preferred font used for titles is Interstate Regular or Bold. Proxima Nova may also be used. The type should reverse out white as shown.
It is preferred that every frame of the video include the “U” graphic in the lower right corner, except for the bumpers, titles and whenever there is a caption identifying the on-camera talent. The “U” graphic should measure 242 pixels x 242 pixels. It should be placed approximately 105 pixels up from the bottom of the frame and 105 pixels in from the right edge of the frame as shown in the example on the left.
The recommended font to be used for any title graphics is Interstate Light, Regular or Bold. This is the primary font that is currently being used for UCLA Health advertising. If Interstate is not available, then the secondary recommended font is Proxima Nova. This is the font that is used for the UCLA and UCLA Health websites.
The palette of colors on the Colors section of the Brand Guidelines. When using colored type it is important to make sure that type is easy to read against the background color.
When a title graphic is needed within the body of a video to support a point or identify a topic, the type should be placed in the upper left corner of the frame. Whether the talent is filmed on Green Screen or on location, the same graphic treatment should always be used. If the talent is filmed on location, please make sure that the background is clean and simple in the area where title graphics will be placed. It is recommended that videos requiring such graphic treatments be filmed using Green Screen.
The preferred font used for titles is Interstate Light or Regular. However, Interstate Bold may also be used for emphasis. The type should always be either white or black depending on which will read better against the background color. A title graphic should not appear on screen at the same time as the name title for the on-camera talent.
Custom title graphics can also appear within the body of a video to support a point or identify a topic, the type should be placed in the upper left corner of the frame. The extended color palette, which can be found on the UCLA Health Identity website, can be used to add emphasis to title graphics. The preferred font used for titles is Interstate Light or Regular. However, Interstate Bold or Black may also be used for emphasis. A title graphic should not appear on screen at the same time as the name title for the on-camera talent.
There are four approved Green Screen video background treatments that are based on the “molecule” graphic treatment and are used thoughout various applications for both UCLA as well as UCLA Health. There is also an animated version of the background that can be requested.
Do follow all of the recommendations contained in this guide. They have been carefully considered to maintain brand consistency. The other examples shown on this page represent some of the things to avoid when producing video content.
Video has a unique ability to connect with people – even with shortening attention spans in the online world. Each social network has a different audience. Social videos need to be designed differently for each social network in order to optimize online viewership.
Be Concise: Clinical and scientific knowledge are often hard to explain, but if you are able to communicate complex ideas in simple terms and analogy, you can reach a much wider audience. It is also crucial to be concise and be mindful of video length limitations. Recommended length of video:
Be Searchable: Youtube is now the second largest search engine in the world. To make sure your video is easily searchable, think about what your viewers search for. Find the best, most relevant metadata – thumbnails, title, description, and add them to each video. Adding a link or a ‘call-to-action’ whenever appropriate.
Be Shareable: When considering ideas, think about “why would viewers share this video?” Do they find the information useful? Are you moving them emotionally? Consider the expertise, passion, and value you can bring to the public. If you can hook your audience in the first 30 seconds of video, they are more likely to stick around and engage.
Use these guidelines to design an ad that looks good everywhere it appears on Facebook. The recommended video and thumbnail image guidelines ensures your ad always looks high quality. Your image should include minimal text. The recommended text length is how many characters of ad copy could be displayed on smaller screens.