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Video and Photography Guidelines
Videos and photos are an important part of your publication process. Great effort and thought should be put into all your photography choices. A great photo selection will engage your audience and grab their attention so they are compelled to read the content. Poorly selected, low-quality images will damage your credibility and not engage your audience.
Video Guidelines
Integrated Marketing and Communications oversees all university marketing videos. If a video outside IMC is created, it is important to follow the guidelines below. These guidelines ensure all videos look and feel like UCM.
- Use UCM’s official colors. All on-screen graphics, text overlays and backgrounds must strictly adhere to the designated UCM primary and secondary color palette (Red HEX: #cf202e, Black HEX: #000000, Gray HEX: #a7a9ac).
- Only UCM brand fonts should be used for on-screen text, titles, captions, motion graphics,
etc. Font weights should be consistent throughout the video.
- Futura PT (headlines and subheads)
- Futura PT Condensed (headlines and subheads)
- Times (body text only)
- Use sentence case font and not all upper or lower case. Be consistent throughout the video.
- Use the official university “lower third” template. The lower third is where identifying information is displayed, roughly the bottom 33% of the screen. When identifying a student, only use their first name and the first initial of their last name.
- If the video is student-created, be sure to include this identifier at the end (including
the student’s name is optional).
“This Video Was Student-Created By (name)” - If your video will be used to promote UCM or a UCM-affiliated program, organization, event, etc., the university’s official logo must appear in the first few seconds, final few seconds or both the first and final seconds of the video. The logo size should be at least 20% of the screen. For example, videos produced exclusively for social media may omit the initial view if necessary to quickly engage the viewer.
- If your video will be shared outside of social media, i.e. on a website, in a presentation, etc., every identifiable person in the video must sign a UCM-approved talent release. Those signed releases must be submitted to IMC along with the video.
- Depending on the nature of the video, a logo may be required as a “bug” (in a consistent corner) throughout the video. A bug is small logo, usually placed in the lower right or left corner of the screen to help identify the university. A bug template and beginning/ending logo template are available upon request from IMC.
- The UCM logo should adhere to all branding guidelines and, for visibility, preferably, be placed over solid backgrounds, not busy backgrounds.
- In special cases, college, department, or athletics logos may be used in place of the university logo with IMC's permission.
- Accessibility is a requirement. Your video must include either closed or open captions. Also, be aware of the on-screen legibility of text as well as the accessibility color contrast. For example, use high-contrast colors (4.5:1 ratio) for text and ensure it's readable, resizable and doesn't obscure key visuals. Use the minimum resolution, aspect ratio for TV, Web, YouTube, Instagram, TikTok, etc.
- All videos must have clear, high-quality audio. Mic usage is preferable.
- Copyrighted music is strictly prohibited. Properly licensed or royalty-free music is acceptable to use. Pay attention to the tone of the music you use. Music should match the video's feel and UCM's spirit. In most cases, music should be uplifting, high-energy and/or aspirational. Steer clear of aggressive, sad, or distracting music unless it is specifically necessary for the content.
- Background music should not overpower any voiceover or dialogue.
- Visuals should match UCM’s brand and tone. Tone should be welcoming, supportive, active learning environment, with genuine smiles, etc. Core messaging should match university messaging and be consistent with UCM’s mission, vision and values.
- If your video is used for recruiting or retention, include a clear call to action that instructs the viewer on what to do next.
Photography Guidelines
Photo and Content Releases
A signed photo/content release form authorizes permission for UCM to photograph or video record the subject and reproduce any content they have provided in any form and for any purpose associated with the university, including illustration, marketing, promotion and advertising. This release ensures that the subject understands they will not be compensated in any way for such use.
Releases must have a physical signature and cannot be completed digitally. Verbal consent is also not eligible.
If you are using an image that is copyrighted or taken by a professional photographer who is not associated with UCM, a signed copyright release must be provided by the photographer before the image can be published.
Photography Requests
The Office of the President employs the university photographer. Photography requests should be submitted to Kristen Plummer at kplummer@ucmo.edu.
When taking and selecting your photograph, follow the guidelines below.
Composition Guidelines
- Pay attention to the background in the photo. Simple, uncluttered backgrounds work best.
- Remove all clutter in the frame before the image is taken. Look for branded material such as water and soda bottles, clothing with names, subject matter and logos that don’t support the university.
- Fill the frame with your subject. Images can always be cropped to eliminate any dead space that doesn’t add to the main subject.
- Make images more engaging by including an environment that relates to the subject's interests. (lab, classroom, etc)
- Try to make the subject as natural and comfortable as possible.
Technical Guidelines
- All images should be taken on the camera’s highest quality settings.
- Always take photos in a well-lit area.
- The main subject of the photograph must be in focus.
- To maintain image quality, we suggest you do not enlarge a small image when sending or publishing.
Talent Guidelines
- Always have your subjects fill out a model release. (Click here for a PDF with four releases.)
- Minors must have a release signed by a parent or legal guardian. It is strongly recommended that a parent or legal guardian accompany a minor on the photo shoot. (Click here for a PDF with four releases.)
- Avoid sleeveless garments.
- Darker or neutral colors are best. Avoid white if possible.
- For group photos, have subjects place their hands at their side.
- No logos should appear on apparel except UCM logos.
Professional Headshots
The university photographer offers professional headshot photo sessions several times per year for faculty, staff, graduate assistants and student workers. This schedule is posted in UCM Daily several weeks in advance of the photoshoot.
