Use these guidelines to create video content that’s accessible, adaptable, and consistent across platforms, audiences, and markets.
On-brand video checklist
1
Build your video around a clear message that aligns with our brand messaging.
2
Create content that feels purposeful, unexpected, and brave.
3
Follow our visual guidance to create a consistent look and feel.
4
Use approved brand assets and supporting elements where appropriate.
5
Include an approved video end bumper.
6
Use music from our sonic asset library or choose music that aligns with our audio guidance.
7
Check that logos are used correctly and consistently.
8
Use approved typography throughout the video.
9
Ask yourself: if the logo weren’t present, would this still feel like our brand?
10
Contact the brand team if you need additional guidance or support.
Formats and adaptation
Videos are often reused across channels, platforms, and markets. Following these guidelines makes it easier to adapt content without compromising quality.
Planning for multiple formats
Many videos need to work across presentations, websites, social platforms, events, and paid media.
When filming, consider how footage may need to be adapted later. Framing key subjects near the center of the frame and allowing additional space around important action can make content easier to reuse across aspect ratios.
Aspect ratios
16:9 - Full landscape
16:9 is the standard widescreen format used across most digital channels, presentations, televisions, and desktop experiences. It works well as a primary format because it can be adapted for other aspect ratios when needed.
2.39:1 - Anamorphic
2.39:1 creates a cinematic look and works well for wide landscapes and dramatic scenes. Because it uses a wider frame, it may not be suitable for smaller spaces or content that will primarily be viewed on mobile devices.
If you plan to reuse content across multiple platforms, consider whether 16:9 may provide greater flexibility.
1:1 - Square
1:1 is commonly used for social platforms such as Instagram and Facebook.
If you’re filming specifically for social media, consider how the content will appear in a square format. When possible, capture footage with enough space around the subject so it can be adapted from 16:9 in post-production.
9:16 - Full portrait
9:16 is designed for mobile-first platforms such as Instagram Stories, Reels, TikTok, and YouTube Shorts.
When filming in landscape orientation, keep key subjects and actions near the center of the frame so the content can be cropped to portrait orientation later.
Content safe margins
Safe margins help ensure important content remains visible across different screens, platforms, and devices.
Keep key visuals, text, and logos within the recommended safe areas to avoid cropping or obstruction.
Action safe
Place key actions, people, and important visual elements within 90% of the frame.
Title safe
Keep text, logos, subtitles, and captions within 80% of the frame.
Center cut safe zone
Keep the main subject and important action near the center of the frame. This makes it easier to adapt content for square and portrait formats.
Accessibility
Accessibility helps more people engage with and understand our content.
Design videos so they can be viewed, heard, and understood by audiences with a wide range of needs and abilities.
Global guidance
Accessibility expectations and requirements vary by market.
When creating content for a specific audience, consider local regulations, platform requirements, and audience needs. Where possible, apply accessibility best practices from the start rather than adapting content later.
Subtitles and captions
Subtitles and captions
Use subtitles and captions to improve accessibility, support sound-off viewing, and increase comprehension.
Recommended subtitle treatment:
- SRT: Gotham Book
- Opacity: 100%
- Font size: 47 (16×9), 33 (1×1)
- Font: Gotham Book
- Kerning Notes: None/0
- Background Shadow: 100% opacity, 15% size
Additional guidance:
- Provide subtitle or caption files (SRT) whenever possible
- Include dialogue, voiceovers, and audio descriptions that are important to understanding the content
- Provide a text transcript whenever possible
- Use subtitle sizes, colors, and contrast levels that remain readable across devices
- Ensure subtitles remain within safe areas and are not blocked by platform interface elements
- If subtitles are permanently embedded in the video, also provide a text transcript
Video content
- Avoid flashing lights, rapid transitions, or intense visual effects that could trigger seizures
- Use high-contrast text and graphics to improve readability
- Avoid relying on color alone to communicate important information
External resources
Audio and Video Accessibility Guidelines (WCAG)
Industry-standard guidance for creating accessible digital and video content.
Text on Background Image Accessibility Check
Helps determine how legible text appears over an image based on color contrast.
