SayPro Documents Required from Employees: Marketing & Branding Guidelines

1. Brand Identity Overview:

• Branding Vision and Mission: Provide an overview of SayPro’s brand identity, mission, and values to ensure the video reflects the core essence of the company. This section should cover:
  • The company’s purpose and the key messages that should be communicated through all external and internal content.
  • The values that drive the brand, such as innovation, sustainability, diversity, customer-centricity, or any other aspects that are central to SayPro’s corporate philosophy.
  • A brief summary of the tone, voice, and personality of the brand—whether it’s professional, friendly, casual, authoritative, or innovative.

2. Logo Usage and Placement:

• Logo Guidelines: Provide clear instructions on how to use SayPro’s logo within the video. This includes:
  • Size and Placement: Ensure the logo is appropriately sized and placed in the video. Typically, it should be visible but not overpowering, often placed in a corner or at the start and end of the video. Guidelines on where and when to place the logo should be specified.
  • Clear Space: Outline the minimum amount of space that should be left around the logo to maintain its visibility and impact. This prevents it from becoming cluttered or too close to other design elements.
  • Logo Versions: Specify if there are multiple versions of the logo (e.g., full-color, black-and-white, or monochrome) and under which circumstances each should be used. For example, the full-color logo might be used against light backgrounds, while a monochrome version might be more suitable for dark backgrounds.
  • Do’s and Don’ts: Provide a list of acceptable and unacceptable uses of the logo (e.g., no stretching, altering, or distorting the logo). This ensures consistency and professionalism across all video content.

3. Color Palette:

• Primary and Secondary Colors: Provide the official color codes (Pantone, CMYK, RGB, or Hex values) for SayPro’s brand colors. These colors should be used consistently throughout the video to ensure brand coherence.
  • Primary Colors: These are the core colors of the brand, often used for backgrounds, text, or key elements.
  • Secondary Colors: These colors complement the primary palette and can be used for accents, graphics, or minor elements in the video.
  • Color Proportions: Detail how much of each color can be used, ensuring that no single color dominates unless it’s part of the brand strategy.

4. Typography:

• Primary Typeface: Specify the brand’s primary typeface(s) for any on-screen text, including titles, captions, and callouts. This includes the exact font names, weights, and sizes.
  • Font Styles: Detail when and where different font styles (bold, italic, etc.) should be used, ensuring readability and consistent application.
  • Font Hierarchy: Provide a hierarchy for text use (e.g., headlines, subheadlines, body copy), including size specifications, line spacing, and the correct alignment.
• Secondary Typeface (if applicable): If there is a secondary typeface that complements the primary one, provide guidelines on when and how to use it.

5. Imagery and Visual Style:

• Photography and Illustrations: Offer guidance on the style of photography or illustrations that align with SayPro’s branding. This could include:
  • Photography Style: High-quality, professional, and natural-looking photos. Specify any themes, such as light, vibrant colors or a minimalist style, that should be present in the visuals.
  • Image Composition: Provide instructions on preferred image framing (e.g., clean backgrounds, consistent lighting, and focused subjects). Avoid cluttered or overly busy imagery.
  • Illustration Style: If illustrations are to be used in the video, offer guidance on the preferred style (e.g., simple, flat design, or detailed, realistic illustration) to maintain consistency with other company materials.

6. Iconography and Graphics:

• Icon Usage: Outline guidelines for using icons or custom graphics in the video. These icons should be simple, clean, and aligned with the brand’s visual identity.
  • Style and Proportions: Detail the exact style for icons (e.g., flat, outline, filled, etc.), and when and how to incorporate them into the video.
  • Graphics Consistency: Any graphics, animations, or overlays in the video should adhere to the same design standards as other company materials. Consistent shapes, color schemes, and visual themes are essential.

7. Tone of Voice and Messaging:

• Brand Voice: Define the tone and language that should be used in the video. Whether formal, conversational, optimistic, or authoritative, the brand’s voice should be consistent across all communication.
  • Tone for CSR Messaging: For CSR-focused content, the tone should likely be compassionate, inspiring, and community-oriented. It should communicate positive change and responsibility.
  • Message Clarity: Ensure that the messaging is clear, concise, and easy to understand. Avoid jargon or overly complex language. The content should be accessible to a wide audience, from internal employees to external stakeholders.

8. Video Style and Aesthetic:

• Video Length and Structure: Provide any brand-specific guidelines on video length, structure, or pacing. For example:
  • Intro and Outro: Ensure that the video starts and ends with consistent branded visuals or elements (e.g., a logo animation or a standard intro music track).
  • Pacing: Define the pacing of the video—whether it should be fast-paced with quick cuts or slow and reflective, depending on the message.
  • Transitions and Animations: Specify any transition styles or animations that are aligned with the brand (e.g., smooth, subtle transitions, or bolder, attention-grabbing effects).

9. Social Media and Platform Adaptation:

• Platform-Specific Adjustments: If the video is intended for distribution across different platforms (e.g., YouTube, Instagram, Facebook), provide guidelines for adapting the video’s format and visuals based on platform-specific best practices.
  • Aspect Ratios: Ensure that the video’s aspect ratio (e.g., 16:9, 1:1, 9:16) fits the platform where it will be shared, such as vertical video for Instagram Stories or square video for social media feeds.
  • Thumbnails: Provide guidelines on creating branded video thumbnails, ensuring they are visually appealing, clear, and aligned with the company’s branding.
  • Captions and Subtitles: Include guidance on how to use captions and subtitles, ensuring they follow the brand’s typography and style. This is especially important for accessibility and engagement on social media platforms.

10. Music and Sound Design:

• Brand Music Preferences: Specify any brand-approved background music or soundtracks that should be used in the video, especially for consistency in brand recognition.
  • Tone of Music: The music should reflect the tone of the video—whether uplifting, calm, or motivating. For CSR videos, music that inspires or conveys a sense of accomplishment is typically preferred.
  • Sound Effects: Any sound effects used in the video (e.g., button clicks, transitions, or ambient sounds) should align with the overall branding. Avoid using jarring or unprofessional sound effects.

11. Video End Card and Call to Action:

• End Card Design: Provide guidelines for creating the video’s end card, which often includes the brand logo, tagline, and any relevant contact information (e.g., website, social media handles). This should be designed to align with SayPro’s established branding.
• Call to Action (CTA): Include branding guidelines for any CTAs in the video (e.g., “Learn More,” “Join Us,” “Get Involved”) to ensure they’re visually consistent with the brand’s messaging and design elements. The CTA should also be aligned with the video’s purpose, directing viewers to take action in a clear and persuasive way.

12. Review and Approval Process:

• Branding Approval Workflow: Outline the review process for the video, including any stages where the video should be evaluated by the marketing or branding team. Specify who needs to approve the video content, branding elements, and final product before distribution. This ensures that all content is aligned with SayPro’s branding guidelines.

Summary of Documents Required:

1. Brand Identity Overview – Mission, values, tone, and voice of the brand.
2. Logo Usage and Placement – Clear instructions on logo size, placement, and usage.
3. Color Palette – Primary and secondary color codes and usage guidelines.
4. Typography – Brand fonts and their usage hierarchy.
5. Imagery and Visual Style – Photography and illustration style, with a focus on quality and consistency.
6. Iconography and Graphics – Guidelines on icons and custom graphics.
7. Tone of Voice and Messaging – The appropriate language and tone for the video.
8. Video Style and Aesthetic – Structure, pacing, transitions, and animation guidelines.
9. Social Media and Platform Adaptation – Video adjustments for different platforms.
10. Music and Sound Design – Preferred music and sound design styles.
11. Video End Card and Call to Action – Consistent design for end cards and CTAs.
12. Review and Approval Process – Branding team approval stages before video distribution.

By adhering to these detailed marketing and branding guidelines, employees will ensure that the CSR video remains consistent with SayPro’s brand standards, helping the video to resonate effectively with its intended audience while strengthening the company’s brand presence.