VIDEO BRANDING

GUIDELINES
January 2018

Confidential Partners, unlimited

 VIDEO BRANDING GUIDELINES 02

Contents
1 THE BASICS 2 VIDEO BRANDING PRINCIPLES

1. Logotype 1. Mandatory elements

2. Brand Block 1.1 Opening and closing modules
3. Colours 1.2 Title
4. Fonts
5. Pictograms 2. Additional video elements
6. Map 2.1 Chapter division
2.2 Liners
2.3 Overlays
2.4 Sub-titles

3. Formats and rights

3.1 Size and formats
3.2 Distribution rights
 VIDEO BRANDING GUIDELINES 03

1
THE BASICS
1 THE BASICS VIDEO BRANDING GUIDELINES 04

1. Logotype

GEFCO JAUNE

PANTONEå
A NEW Logotype 116C
The new GEFCO Logotype
CMJN
uses a yellow lined square
C-
with a font especially M 20
designed for this logotype. J 100
The logotype is lighter and N-
more transparent.
RGB
When the name GEFCO is R 255
used in a text, it must always V 205
B -
be written in capital letters.
HEX
If there are major difficulties #FFCD00
associated with the printing
technique, the logotype may RAL
be printed in monochrome 1018
(black or white reserve as
shown opposite).
1 THE BASICS VIDEO BRANDING GUIDELINES 05

2. Brand Block

The Brand Block

The Brand Block always consists
of the logotype associated directly
with the baseline.
The baseline is always:
- written in white on a blue background
or in blue on a white background.
- in english, following the logotype (on
the right or below),
- generated in the Univia Pro Bold font
and in lower case. A
There are two versions of the Brand
Block. Partners, unlimited Partners, unlimited
Version A is to be used first.

A/Right-hand Brand Block version

In this Brand Block, the baseline is
always:
- placed to the right of the logotype
- placed in accordance with
the rule shown opposite
(equivalent to 6 squares wide).

B/Centred Brand Block version

In this Brand Block, the baseline is B
always:
- centred below the logotype
- placed in accordance with the rule
shown opposite (equivalent to 6 squares
wide). Partners, unlimited Partners, unlimited
The brand signature is always in english
and never translated.

All elements can be downloaded on the Intranet >

1 THE BASICS VIDEO BRANDING GUIDELINES 06

3. Colours
PALETTE BRAND SECONDARY PALETTE

BRAND PALETTE
PANTONEå CMJN RVB HEX CMJN RVB HEX
This restricted palette GEFCO YELLOW GEFCO BLUE 639C C 99 R - #0099D4 C 40 R 163 #A3D8E7
helps to frame visual M 1 G 153 M - G 216
PANTONEå PANTONEå Y 5 B 212 Y 10 B 231
communication to maintain K 5 K -
consistency and control. 116C 7462C
It will be used as a priority PANTONEå CMJN RVB HEX CMJN RVB HEX
CMYK CMYK 341C C 95 R - #007D4A C 30 R 194 #C2DDB0
for the various types of
C- C 100 M 5 G 125 M - G 221
communication.
M 20 M 70 Y 82 B 74 Y 40 B 176
It is therefore important to Y 100 Y 10
K 24 K -
respect the references K- K-
shown opposite. PANTONEå CMJN RVB HEX CMJN RVB HEX
7564C C - R 238 #EE9800 C 5 R 245 #F5E6C9
RGB RGB M 45 G 152 M 10 G 230
SECONDARY PALETTE R 255 R - Y 100 B - Y 25 B 201
G 205 G 83 K 4 K -
This palette includes tones
of the same depth as the B - B 139
PANTONEå CMJN RVB HEX CMJN RVB HEX
brand colours in order to 187C C 7 R 174 #AE1022 C 5 R 241 #F1CDC5
HEX HEX M 100 G 16 M 25 G 205
maintain sufficient contrast.
#FFCD00 #00538B Y 82 B 34 Y 20 B 197
These colours can be used to K 26 K -
highlight information or RAL RAL
separate categories, 1018 5005 PANTONEå CMJN RVB HEX CMJN RVB HEX
219C C 1 R 230 #E62984 C 0 R 248 #F8C8D8
topics or chapters. M 92 G 41 M 30 G 200
Each one exists in 2 shades. Y 4 B 132 Y 5 B 216
K - K -

PANTONEå CMJN RVB HEX CMJN RVB HEX

7676C C 61 R 123 #7B67A8 C 30 R 189 #BDB5DA
M 64 G 103 M 30 G 181
Y 3 B 168 Y - B 218
K - K -

PANTONEå CMJN RVB HEX CMJN RVB HEX

WHITE
7540C C 41 R 72 #484D52 C 5 R 218 #DAE0E3
M 28 G 77 M - G 224
RAL Y 22 B 82 Y - B 227
9010 K 70 K 15

PANTONEå CMJN RVB HEX CMJN RVB HEX

404C C 20 R 114 #726961 C - R 228 #E4E2DC
M 25 G 105 M - G 226
Y 30 B 97 Y 5 B 220
K 59 K 15
1 THE BASICS VIDEO BRANDING GUIDELINES 07

4. Fonts

MAIN FONT
As the identifying typography,

Univia Pro Exo (Google Font)

UNIVIA PRO
contributes to the recognition
of GEFCO communications and
generates a simple, effective and
familiar brand image. Univia Pro bold Exo bold
It is to be used for all brand ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ
communications. abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz
0123456789 0123456789
ALTERNATIVE FONT
A specific font for web and
desktop uses has been defined:
Univia Pro regular Exo regular
this is the EXO (Google font). ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ
This font is used only when abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz
the main font cannot be used. 0123456789 0123456789

Univia Pro light Exo light

ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz
0123456789 0123456789

Univia becomes Exo is the alternative

the brand font. brand font.
1 THE BASICS VIDEO BRANDING GUIDELINES 08

5. Pictograms

Pictograms used as MODES OF TRANSPORT

distinctive elements of
visual communication are
made specifically for the
GEFCO brand.

Pictograms from online CONSTRUCTION PRINCIPLES OTHER PICTOGRAMS

image banks are not
The size of the pictograms corresponds to
permitted. the width of the logo and half its height.

These pictograms may be

used in GEFCO blue or
yellow, or in white.

The size of the pictograms

corresponds to the width of
the GEFCO Logotype and
half of its height.

These pictograms can be

used in GEFCO blue or yellow
or in white depending on the
backgrounds to which they
will be applied.

All elements can be downloaded

on the Intranet >
1 THE BASICS VIDEO BRANDING GUIDELINES 09

6. Map

The GEFCO territory is based FULLER PROJECTION MERCATOR REPRESENTATION

on the Fuller projection, which WORLDWIDE GEFCO PRESENCE WESTERN EUROPE AND AFRICA
respects proportions and actual
distances between countries.
It should not be used as an
identifier, alone on a cover for
instance, unless it is adapted
to the subject.

FULLER PROJECTION
This map is to be used for all
representations of the world as
a whole.
This map is intended for
communication (event support).

MERCATOR
REPRESENTATION
For localised representations (a
country, a region of the world),
the conventional representation SCALE > 1 : 104,000,000

(mercator) is to be used.
This representation is to be
used in a more commercial The ocean is always represented in white
context.
All map backgrounds (fuller and
mercator) are available to down- Representation
load from the intranet. of flows and
These maps must be used in their density
GEFCO blue. (volume of
They can be personalised with
merchandise
yellow GEFCO elements (picto-
carried).
grams, arrows).

All elements can be downloaded

on the Intranet >
 VIDEO BRANDING GUIDELINES 010

2
VIDEO BRANDING
PRINCIPLES
2 VIDEO BRANDING PRINCIPLES VIDEO BRANDING GUIDELINES 011

1.1 Opening and closing modules

Mandatory elements

All GEFCO videos must

present the GEFCO logotype
and its baseline «Partners,
unlimited» at the introduction
and the ending.
Therefore, all videos must
start with the animated
logotype.

Partners, unlimited
2 VIDEO BRANDING PRINCIPLES VIDEO BRANDING GUIDELINES 012

1.2 Title
Mandatory elements

All GEFCO videos must include the name of the

video and its date of creation.

BLOCK
Color: Blue #00538B - Yellow #FFCD00
Opacity: Transparency product mode

TITLE
Font: Univia Book in capital letters

VIDEO TITLE
Size: 110 px
Color: White #FFFFFF
Number of characters: 20 max.
APRIL 2018
DATE
Font: Univia Bold in capital letters
Size: 65 px
Color: White #FFFFFF
2 VIDEO BRANDING PRINCIPLES VIDEO BRANDING GUIDELINES 013

2.1 Chapter division

Additional video elements

Depending on the video storyboard, it may

be necessary to divide it into chapters.
These chapters will be handled in our
exceptionally logotype-free dialog box
because inside the video.

BLOCK
Colors: Blue #00538B - Yellow #FFCD00
Opacity: Transparency product mode

TITLE Chapter title

Font: Univia Book in lower cases
Size: 125 px
Video chapter sub-title on one line
Color: Blanc #FFFFFF
Number of characters: 20 max.

SUB TITLE
Font: Univia Book in lower cases
Size: 65 px
Color: White #FFFFFF
Number of characters: 100 max
(or 2 lines max)
2 VIDEO BRANDING PRINCIPLES VIDEO BRANDING GUIDELINES 014

2.2 Liners
Additional video elements

The liners are used to introduce the

interviewees or the places where the
shooting takes place.

BLOCK
Colors: Blue #00538B - Yellow #FFCD00
Opacity: Transparency product mode

LINE 1
Font: Univia Bold in lower cases
Size: 55 px
Color: White #FFFFFF
Number of characters: 40 max.

LINE 2
Font: Univia Regular in lower cases
Size: 40 px
Color: White #FFFFFF
Number of characters: 60 max.

Line 1 title of liner (Name, etc…)

Line 2 liner description (job title etc…)
2 VIDEO BRANDING PRINCIPLES VIDEO BRANDING GUIDELINES 015

2.3 Overlays
Additional video elements

Overlays are used to overlay text, figures

and illustration on images and are adapted
according to the needs.
There are 3 colour variations depending on OVERLAY TITLE
the background image: blue, Type size on more than one line.
white and yellow. The size of the overlay varies on
They are placed at the desired location length of text.
on the image.

BLOCK OVERLAY TITLE

Opacity : no transparency Type size on more than one line.
The size of the overlay varies on length of text.
TITLE
Font: Univia Bold in Capitals
Font size: 35 px
Number of characters: 1 line if possible

BODY TEXT
Font: Univia Regular in Lower case OVERLAY TITLE
Font size: 30 px Type size on more than
Number of characters: on multiple lines
one line.
Size of text adapts as needed.
The size of the overlay
COLORS varies on length of text.
BLOCK TYPOGRAPHY
Blue #00538B White #FFFFFF
White #FFFFFF Blue #00538B
Yellow #FFCD00 Blue #00538B
2 VIDEO BRANDING PRINCIPLES VIDEO BRANDING GUIDELINES 016

2.4 Sub-titles
Additional video elements

The sub-titles are used to display a

translation at the bottom of the screen,
synchronously with the dialog.

SUBTITLES
Font: UniviaBold in Capitals
Size : 50 px
Color: Blanc #FFFFFF
Number of characters: 3 lignes max. SUB-TITLES DISPLAYED
(text centred) UP TO 3 LINES

Drop shadow: opacity 50%, distance 5px,

smooth 5px

SUB-TITLES DISPLAYED
UP TO 3 LINES
3 VIDEO BRANDING PRINCIPLES VIDEO BRANDING GUIDELINES 017

3.1 Size and formats

Formats and rights

FOR THE WEB FOR BROADCAST ON LARGE SCREENS

SIZE AND RATE
There is no standardized size on the web. Specifications are provided by the broadcaster. SIZE & RATE:
For YouTube, preferably use a 16:9 format in HD (1920x1080 Pixels with 25 or 30 frames per At present, unless otherwise specified by the broadcaster, the standard broadcast format is
second). HD 1080p 16:9 (1920x1080 pixels at 25 frames/second).

COMPRESSION AND CODEC COMPRESSION AND CODEC:

Image format: H264 AND WEBM, 2-pass VBR compression, 25 frames/second, 16:9 or 4:3 Image format: Unless otherwise specified by the broadcaster, use a Quicktime 16:9 format
format, preferably 16:9. RGB colour coding; H264 and WEBM do not support alpha channel. animation codec with minimum 90% quality.
Rate: In general from 2000 to 5000 Kb/sec for HD. The rate varies depending on the output Note: Keep the texts within the safe areas. Some broadcasters and receivers trim off images.
format in pixels and often on the broadcaster’s requirements. Audio: 48 Khz 16 bits Stéréo, uncompressed
Audio: MP3 44 Khz 16 bits Stéréo 160kps

MAIN VIDEO FORMATS:

MAIN VIDEO FORMATS: AVI/ .AVI: In an AVI file, every audio or video component can be compressed by any codec
AVI/ .AVI: In an AVI file, every audio or video component can be compressed by any codec (Divx and mp3 for example). This is a very convenient and the most widely used «container».
(Divx and mp3 for example). This is a very convenient and the most widely used «container». H264 / MPEG 4 AVC: This is the codec used for high definition.
H264 / MPEG 4 AVC: This is the codec used for high definition. FLV / .flv: Flash Video format, used considerably on the Internet (such as Linternaute Video).
FLV / .flv: Flash Video format, used considerably on the Internet (such as Linternaute Video). FMOV / .mov: Apple’s container format, which can contain a wide choice of codecs, including
FMOV / .mov: Apple’s container format, which can contain a wide choice of codecs, including high definition.
high definition.
AVI and WMV formats are not used on the web. They can only be played locally on PC.
Moreover, Mac cannot play AVI and WMV without appropriate third party software. Do not hesitate to ask the provider for the source files (elements gathered from the
editing software) so that it is possible to make changes to the video with another
provider or in-house.
3 VIDEO BRANDING PRINCIPLES VIDEO BRANDING GUIDELINES 018

3.2 Distribution rignts

Formats and rights

Adjust the rights MUSIC:

All videos must incorporate the music created for the brand by referring to the audio charter created for
according to the GEFCO. Before using an illustrative music to accompany a video, make sure that it is not subject to copyright.
Preferably use copyright-free music.
distribution of your PLACES:
video and the local Some places are subject to image rights. Some buildings are subject to prior authorisation before their image
can be broadcast. Pay attention to buildings in the background of the shots. For example, the Eiffel Tower is
rights attached to it. subject to prior authorisation for night-time shooting.

RIGHTS TO IMAGES, PEOPLE:

For interviews, ask the people appearing in the image for a signed written permission. Minors must have the
signed permission of their legal representative. Request for a standard form from DCOM - communication.
[email protected] This also applies to GEFCO employees.

RISKS:
In many jurisdictions, when a person creates an original work that is fixed in a physical medium, he or she
generally automatically owns copyright to the work. The owner has the exclusive right to use the work in
certain, specific ways.

WARNING: GEFCO MAY BE LIABLE TO PAY HEAVY FINES IF COPYRIGHTS ARE NOT RESPECTED.

IF YOU HAVE ANY QUESTIONS, PLEASE DO NOT HESITATE TO CONTACT THE DCOM - communication.
[email protected]

Authorization form is available

at the DCOM comunications
 GEFCO SA
77/81, rue des Lilas d’Espagne
92402 Courbevoie Cedex - France
T +33 (0)1 49 05 21 21
Partners, unlimited gefco.net