Video brings our brand to life through storytelling, motion, sound, and design.
Use this guidance to create videos that feel consistent with our brand across channels, markets, and formats.
For additional guidance on imagery, color, typography, and brand assets, visit the Visual Identity section.
Visual style
The locations, people, framing, and color choices used in a video help shape how our brand is experienced.
Use the guidance below to create videos that feel authentic, consistent, and distinctly ours.
Locations
Choose locations that feel authentic and visually interesting.
- Believable: Choose spaces that feel lived-in and reflect real-world use.
- Interesting: Use environments with visual interest, texture, and depth.
- Bold: Use locations that naturally support our color palette or can be enhanced through art direction and color grading.
- Follow our color and imagery guidance when selecting or designing environments.
Talent
Feature people who feel authentic, engaged, and naturally connected to the story being told.
Capture genuine moments rather than posed interactions. Focus on people actively using, creating, learning, solving, or exploring.
Framing and composition
Use framing and composition to show how technology naturally fits into people’s lives, work, and experiences.
- Clearly show important features and functionality
- Introduce the product early when it is the focus of the video
- Use wider shots to provide context
- Use close-up shots to highlight important details
- Use different camera angles to add perspective and visual interest
Color grading
Use color grading to create a consistent visual style that aligns with our brand colors while maintaining a natural and authentic appearance.
1 Determine the role of red
Decide how red will appear within the story. Use it intentionally to draw attention or reinforce our visual identity.
Avoid overwhelming scenes with red or introducing it in ways that feel unnatural.
2 Align with our color palette
Adjust colors to better align with our color palette while maintaining realistic tones and a natural look.
3 Maintain balance
Use warmth, contrast, and color adjustments thoughtfully. The goal is to enhance the footage, not overpower it.
End bumpers
End bumpers provide a consistent closing experience across our video content.
Use the approved end bumper that best fits the video’s length and purpose.
Additional guidance
- Use an approved sonic end bumper in full at the end of videos longer than 10 seconds
- Create a smooth audio transition into the end bumper
- Approved end bumpers can be used across all markets
Sonic logo end bumper
Use this end bumper for videos longer than 10 seconds
Sonic logo + URL end bumper
Use this version when directing viewers to a website or URL
Static end bumper
Use this version for videos under 10 seconds
Partnership, product, and sponsorship lockups
When creating content that includes partners, sponsors, or joint ventures, follow our partnership and cobranding guidance.
If a new partnership requires a vertical logo or custom lockup, contact the Brand Help Desk for support.
Product technology partnerships
For product technology partnerships, approved end-frame bumpers are available for specific technologies.
Work with the product marketing team to determine which bumper to use.
Font attributes
Typography should support the message and remain easy to read across all viewing formats.
Visit the Typography page for guidance on typefaces, spacing, and hierarchy.
Sizing
There are no fixed text-size requirements for video. However, all text should remain readable across devices and screen sizes.
As a general guideline, avoid text smaller than 40 pixels except for legal or regulatory content.
Color
Use high-contrast text colors that remain readable over moving footage, graphics, and animations.
Avoid placing text over important visual content or using color combinations that reduce readability.
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Use color, size, and weight to create emphasis and guide the viewer’s attention.
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Use type hierarchy and strong contrast to organize information and improve readability.
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Use high-contrast typography and approved supporting elements to reinforce key messages.
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Avoid heavy drop shadows. Use contrast, color, and placement to improve readability instead.
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Avoid color combinations that reduce readability or make text difficult to distinguish from the background.
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Avoid using the logo container shape as a text box or graphic element.
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Avoid gradient-filled text when it reduces readability. Solid colors are typically more accessible and easier to read.
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Avoid image text infills and decorative text treatments that reduce readability.
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Avoid animated transitions that move text between outline and solid styles.
Lower-third titles
Lower-third titles identify speakers and provide information such as their name, title, or organization.
General guidance
- Use the approved lower-third templates
- Avoid creating custom versions
- Keep subtitle and caption safe areas clear
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Use approved lower-third templates to maintain consistency and accessibility.
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Avoid creating custom lower-third designs using modified alpha blocks or brand elements.
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Avoid placing logo lockups within lower-third titles.
Supporting elements
Supporting elements help create a cohesive look across our videos.
These include:
- Alpha blocks
- Smarter gradients
- Iconography
- Illustration
- Sonic assets
Smarter gradient and alpha blocks
Use approved alpha block and smarter gradient combinations to create consistency across video content.
While creative expression is encouraged, avoid modifying core brand elements in ways that reduce consistency.
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Use approved alpha block and smarter gradient combinations with the appropriate transparency filter.
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Keep alpha block animations simple and supportive of the content.
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Use approved iconography and supporting elements to enhance storytelling.
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Avoid combining multiple smarter gradients within a single frame.
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Avoid using images as alpha block infills.
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Do not rotate, combine or alter individual alpha block elements. For vertical formats, the alpha blocks can be rotated 90 degrees counter-clockwise.
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Avoid outlines or effects that change the appearance of alpha blocks.
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Avoid using or animating the repeat alpha pattern outside of the video end bumper.
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Avoid cropping or scaling alpha blocks in ways that alter their intended proportions.
Graphic styles
Graphic styles, iconography, and illustration help create a cohesive visual style across our communications.
Use approved assets and styles to ensure a unified look across video content.
Sonic assets
Our sonic assets include music tracks and audio elements designed to create a consistent sound across video content.
Choose music that supports the story, complements the visuals, and matches the tone of the content.
Stock video
Choose stock footage that feels authentic, natural, and aligned with our approach to people, environments, and storytelling.
Avoid overly staged scenarios, unrealistic acting, or visual styles that conflict with our brand.
Color grade stock footage so it feels consistent with the rest of the video.
