All company-created video content should adhere to these brand guidelines in terms of fonts, colors and logos. Standards have also been set for end tag, lower third, color overlay, text treatments and animation.
NOTE: Video creation resources are dedicated to certain Business Units and departments within the company and are based on a predetermined scope of work. Exceptions are rare but can be made based on available resources, time frame and budget.
Any of our brand colors may be used. However, our most common colors are white and a gradient from our 360 blue (HEX #007DBA) to our dark blue (HEX 002B3F). For 360 promos, we also use a designed background illustrated below.
Headline copy should be in Proxima Nova Extrabold All Caps and the leading should be close to or a bit less than the font size. Secondary text should be a smaller font weight within the Proxima Nova family, such as Proxima Nova Regular. The font color can be any one of our brand colors. However, in place of pure gray, a bluish gray (HEX #838891) can be used (example below). The Proxima Nova font family can be used as outlines in our brand yellow (HEX #FEDB00) for accents.
The logo should be centered on the final scene/frames. Depending on use case, the final logo will rest on the footage or, when need be, fade to white or blue. The size of the J.B. Hunt scroll in a 1920x1080 composition should be 450x119. Each business unit will have its unique logo used as its end tag. The scroll will remain the same size in each of these cases.
Lower Third Treatments
When the subject is center frame looking direct to camera, the text should be center aligned. The text should be left aligned if the subject is frame left, and right aligned if the subject is frame right. The Lower Third should be below the subject's eyeline in all circumstances. The lower third should appear onscreen at the same time as the shot does and will end with the shot as well. If the shot lingers for longer than 4 seconds, the lower third will have a 24 frame (1 second) fade-out.
The name should be all caps Proxima Nova Bold at 40px and the title should be Proxima Nova Regular at 25px in sentence case. Any use of drop shadow should be extremely subtle, use our darkest blue (HEX #002B3F) instead of pure black, should be slightly offset from text and feathered to create a soft shadow. Opacity will vary but should be as low as possible while still keeping the text visible (ideal use should be similar to the lower third examples below).
Animation timing and spacing will vary depending on the use but the overall goal should be to have the animation feel as smooth and natural as possible. If the text comes from off screen, it should already have momentum and then ease into a stop. Conversely, if an animation starts on-screen and ends off-screen, the object should ease out of its starting position and continue building momentum until it is off-screen. If an animation takes place where an object stays on screen for the duration of the movement, then it needs to ease out of its start position and ease into its end position. Keep in mind that the faster an object moves, the more time it will need in order to slow down and come to a complete stop. Animations should be at 24fps or 23.98fps, never 30fps. 60fps can be used if animating UI elements.