Branding Guidelines
 

UVA Health

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INTERNAL VIDEOS (Vimeo/DVD/Internal or External Drive for Meeting Viewing)

UTeam

Messaging: UTeam video messaging will include topics like pride, recognition, rallies, and perks. For medical terminology, be sure to include a layman’s definition. Be sure to use positive language and tone.
Length: Depends on final use; 3 minutes for web; 5 minutes meetings/event sharing; 5-10 minutes for in-person training
Style: B-roll, interviews, group shots, scripted or unscripted, music optional
Approvals: Susanna Brent/Human Resources
Branding:

  • Open: Use UTeam branding with blue tab. Use RISE and Health System logo on bottom. Text plate should be dark blue.
  • Close: Use general Health System logo on white plate.
  • Lower thirds: Dark blue (#11475) with Health System logo on right hand side.
  • Font: Mixage

video standards

Be Safe

Messaging: A-3, Help Chain, UBL/UBT, Current Condition, Problems & Waste, Standard Work, Root Cause Analysis, etc.
Length: Depends on final use: 3 minutes for web; 5 minutes for meetings/event sharing; 5-10 minutes for in-person training
Approvals: Susanna Brent/Ellen McKenna
Style: Text plates, b-roll, interviews, scripted or non-scripted, music optional
Branding:

  • Open: BeSafe logo on white plate
  • Close: UVA Health System logo on white plate with slow zoom
  • Lower thirds: White plate with blue text (#11475) and UVA logo on right side
  • Font: Mixage

Inter-departmental Training

Messaging: Training new employees or training existing employees on new projects
Length: Depends on material
Approvals: Department heads
Style: Lecture; slideshows; perhaps some scripted a-roll
Branding:

  • Open: UVA Health System
  • Close: UVA Health System
  • Lower thirds: White; UVA Health System; First Last, initials (first line) – Position (second line)
  • Font: Mixage

EXTERNAL VIDEOS (YouTube) – Consumer audiences (patients, visitors, referring physicians)  

Please contact Erica Rath (ejr7r) for YouTube access.
Accepted file formats for YouTube: .mov , .mpeg4 , mp4 , .avi , .wmv , .mpegps , .flv , 3gpp , WebM

Web Videos

Messaging: Depends on video; needs a call-to-action; types include patient stories, clinic overviews, doctor profiles, condition/treatment explainers, research and news stories, event footage
Length: Any videos intended for a web should not exceed 3 minutes; for social sharing, paid search campaigns and other niche pieces, should be 1-2 minutes
Approvals: Erica Rath, Brandy Sweeney, Chris Sullivan and associated AP
Style: B-roll, storytelling, interviews, typically unscripted, music bed
Branding:

  • Open: UVA Health System or COE
  • Close: UVA Health System or COE
  • Lower thirds: White; UVA Health System or COE; First Last, initials (first line)—Location (second line)
  • Font: Mixage

video standards 2

Patient Education

Messaging:
Length: Should not exceed 10 mins.
Approvals: Associated doctors and APs
Style: Text plates, b-roll, music bed, typically unscripted, interviews
Branding:

  • Open: UVA Health System or COE
  • Close: UVA Health System or COE
  • Lower thirds: White; UVA Health System or COE; First Last, Initials (first line)—Location (second line)
  • Font: Mixage

PSAs/Commercials

Messaging: Message should be determined from PSA
Length: Public Service Announcements should not exceed 1 minute; some are best at 30 sec.
Approvals: associated AP
Style: Scripted, use of b-roll is minimal, speaker is looking at camera, music bed
Branding:

  • Open: UVA Health System or COE
  • Close: UVA Health System or COE
  • Lower thirds: White; UVA Health System or COE; First Last, MD (first line)—What they do (second line), Add location if COE
  • Font: Mixage

*Note: all persons who appear talking on should be shown the video for approval
*branding also available in solid colors
*for additional branding options, please contact creative department or visit UVAbrand.com

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