Video Branding Guidelines

About Seattle Children’s Videos

Meaningful and authentic videos play a key role in communicating the essence of Seattle Children’s. By combining clinical expertise, research and innovative therapies with a commitment to philanthropy, advocacy and education, Children’s not only cares for but also empowers patients and their families.

Seattle Children’s videos should:

  • Engage viewers – be honest, informative, and convey the patient experience firsthand
  • Reflect the strongest production values possible, from storytelling to cinematography and music.
  • Be an authentic voice of our brand.

You must follow Children’s branding standards.

Logo/Closes

The logo must be used as is and can not be modified under any circumstances without permission. If the video will be placed on our YouTube channel or seattlechildrens.org, please do not use the logo at the start of the video but instead place it as a close at the end of the video as possible. Indicate spokesperson’s affiliation in the lower-thirds as needed.

Fonts

All vendors need to use the Gotham font suite, available for purchase from Hoefler & Frere-Jones.

Backgrounds

Use a standard white background behind any content (text, photography, video) white-gray background example

Download the standard white background

Style recommendations for text to be placed over backgrounds (see example below)

Heading

  • Font/Color:  Gotham Medium 36 (preferred) or Arial 38 in Pantone Cool Gray 11U

(see Children’s color palette)

Subhead

  • Font/Color:  Gotham Medium 22 (preferred) or Arial 24 in Pantone Cool Gray 11U

(see Children’s color palette)

Body Copy

  • Font/Color:  Gotham Medium 22 (preferred) or Arial 24 in Pantone Cool Gray 11U

(see Children’s color palette)

BodyCopy_image

Please note: There may be good stylistic reasons to decrease the text size if the copy is too long.

If you’d like to use other colors from Children’s color palette, please send an example to video@seattlechildrens.org

Lower Thirds

 

Lower third example

Name/ID

  • Font/Color: Arial 28 in white

Subhead

  • Font/Color:  Arial 24 in white

Please note: There may be good stylistic reasons to decrease the text size if the name is too long.

Safe Zones (this does not apply if your video is only being viewed on the web)

While most videos are produced for the web, some are occasionally aired on broadcast TV too. To ensure your video is compatible for broadcast, never put captions, titles or credits within the outer 10% border around the video. It may not show up on all TV’s. You may also want to make sure important action is within the 5% border.