Video Standards

Videos are an important medium for telling the UCSF story. Successful videos begin with a clear plan and follow UCSF’s standards for visual style, accessibility, inclusivity, and quality – regardless of the platform.

U C S F researcher Aashish Manglik looks at molecular protein models etched into glass cubes.

Best Practices

1. Start with a brief.

Whether you’re commissioning a video through an internal team or an approved UCSF vendor, always provide a clear and detailed creative brief. Use the UCSF video creative brief template and be sure to:

  • Explain the project’s purpose, target audience, and desired outcome.
  • Identify key personnel; include everyone involved and their roles.
  • Define scope of work and outline the deliverables.

2. Tell a story, even if it’s a short one.

The narrative should capture the viewer’s attention – present information in a clear, concise, and easy-to-understand manner.

3. Less is more.

Audiences typically engage with shorter videos. In general, web videos should be no longer than 3 minutes.

4. Be visually interesting.

Use high-quality visuals to focus attention and keep viewers engaged. Use clear, well-lit shots, and consider incorporating graphics, animations, or other visual elements to enhance your message.

5. Meet ADA digital accessibility standards.

Include captions and audio descriptions to accommodate users with visual, auditory, motor, or cognitive impairments.

6. Follow platform specifications.

Adhere to all social media platform specifications for dimensions, file type, and length.

7. Check your work.

To maintain viewer engagement and ensure your message is understood, follow these standards:

  • Ensure your audio is clear, crisp, and free of background noise.
  • Edit your video to avoid choppy transitions or awkward jumps. Use transitions effectively to guide viewers through the narrative and maintain a clear flow.
  • Follow the UCSF Brand Guidelines and UCSF Video brand guidelines, closing with the appropriate UCSF logos from the GFX templates.
  • Always check video quality before publishing. Make sure that text is readable and audio is easy to hear.
  • After uploading to YouTube or another platform, check for great video quality, and that it translates well onto mobile devices.

 

A lab worker looks at a molecular model on a laptop screen while he stands in front of a lab machine, which is emitting fluorescent green and purple light.

Visual Style

To create an impactful UCSF video, keep the following guidance in mind:

  • Capture the energy and innovation of the UCSF campuses, showcasing our role as a leading medical institution.
  • Feature a diverse range of people associated with UCSF, such as students, researchers, medical professionals, and patients. Focus on genuine expressions for authenticity.
  • Incorporate iconic San Francisco landmarks to situate UCSF within its vibrant setting.
  • Create videos that are bright and inspirational, with a focus on the effective use of light.
  • Include archival footage to highlight UCSF’s rich history and its contributions to health advancements.
  • Ensure all video content reflects the UCSF visual identity, reinforcing the brand’s presence.

 

A screenshot example of a video with proper captioning.

Digital Accessibility

All UCSF video content must meet ADA digital accessibility standards. Keep in mind that captions and audio descriptions also benefit a wider audience, including those in noisy environments or who prefer reading, enhancing overall video engagement.

To ensure complete accessibility, adhere to the following practices:

  • Include captions for all videos. Make them available either as “burned-in” or as attachable files (such as SRT files) for supported platforms.
  • Include audio descriptions to describe visual information for viewers with vision impairments.
  • Always provide a transcript (a detailed written record of the dialogue) to facilitate the caption creation process. You can use Automatic Speech Recognition (ASR) technology for initial speech-to-text conversion, but perform a manual check for accuracy. A manual check is particularly important when dialogue includes unique terminology or the speaker has an accent.

Download caption templates

 

A group of U C S F School of Medicine students wear their newly donned whtie coats as they pose for a photo in front of San Francisco City Hall.

Inclusivity

UCSF’s commitment to inclusivity is a key principle in video production. Incorporating inclusivity principles broadens audience engagement and reinforces UCSF’s dedication to creating a welcoming environment for all.

To ensure that content reflects the diversity and inclusivity of the university community, adhere to the following standards:

  • Strive to accurately represent the diversity of UCSF’s students, staff, faculty, and patients. Feature a cast that includes varied races, ethnicities, genders, sexual orientations, ages, body types, and abilities. Avoid the artificial construction of diversity, which could lead to misrepresentation.
  • Use inclusive and respectful language to foster a respectful and welcoming atmosphere. Avoid stereotypes, slang, or potentially offensive terms.
  • Be culturally sensitive when depicting medical procedures or cultural practices, ensuring they are presented in a respectful and informative manner.

 

A male and female duo, both who are U C S F Health employees and are wearing medical scrubs, smile as they pose amongst a backdrop that has the U C S F Health logo. They both hold foil baloons that read "U C S F".

Permissions

Anyone featured in a UCSF video, including interviewees and other individuals clearly visible, must complete a written consent form permitting the University to use their image and/or voice in recordings.

For full guidance on consents, copyright information, fair use and music licensing, refer to the Video Guidelines PDF.

Consent forms

Video Guidelines PDF