Scania's core values include putting the customer first and respect for the individual. To reflect this, video content should, when relevant, include a customer's perspective, and the main messages of the video should be communicated both visually and audially.

• A video’s narrative arc should be expressed through three main channels: on-screen narrative text, interviews, and voice-over audio.
• Videos should, when appropriate, be people-driven and include one or more interview subjects.
• On-screen text, also known as supers, can be used to provide the main narrative arc of a story or supplement interviewees’ comments when needed.
• On-screen text should be short and easily read over a background that complements and does not distract from the message.

Rationale for decisions:

• Producing videos according to this style maximises viewability and allows for videos to more effectively be used across platforms and channels.
  
• Focusing on customers and people reflects Scania's core values and makes the film more relevant and interesting for the viewer.
  
• The use of on-screen text and subtitles allows for viewers to fully understand and appreciate what is being communicated, even when the sound is turned off.

To ensure a strong unified global visual identity all films produced by and for Scania must end with a Scania logotype. The primary endlogo is animated and fades from black to Scania Dark Grey while the symbol is revealed through light play, followed by the fade-in of the wordmark. When using the endlogo, let the film first fade to black, then add the artwork.

A secondary version is available, against a Scania Black background. If you wish to add additional messages or other information such as an URL, do so on a separate black, grey or white frame before the endlogo.

Please note! that the content and tonality of each film should dictate the use of the endlogo. If you find it suitable to end your film with the logoype against an image or a white or black background, a still endlogo is available, see below.

As an alternative to the animated endlogo, a still endlogo is available. This is particularly useful for shorter clips for social media. Both a positive and negative version is allowed, and specific artworks with set proportions is available. The positive artwork is only used if the film naturally fades to white or if the last image of the film is too bright for the negative logo to be clearly visible.

To apply the still endlogo:

1. Use the specific artwork available.
2. Choose between the image or white background.
3. Add a 1.5 second fade-in effect. Do not add additional effects to the endlogo.
4. Fade out to black or leave the endlogo as the final frame.

If you wish to add additional messages or other information such as an URL, do so on a separate white frame before the endlogo. In addition, a still endlogo is available for letterbox/panoramic films. Here, the still logo can fade-in (1.5 sec) on top of an image.

The logotype is available in an adapted version for films using letterboxing. Due to the top and bottom bars being black, the version with Scania Dark Grey is not available in the letterbox/panoramic version.

Depending on which type of film you are producing, a logotype can also be added in the opening sequence. Another option to show who the sender is even if the viewer does not watch to the end, is to show a product with a clearly visible logotype or to display Scania in introtext.

If using a logotype at the beginning of the film, always use the vertical lock-up logotype. The size of the logotype is set to 50% of the width of the screen and the artwork is vertically and horizontally centered. For standard widescreen formats (16:9) use the endlogotype artworks.

For opening sequences, there are two ways to apply the Scania logotype:

• Fade-in: The logotype fades in on top of a coloured background. The fade in time should be set to 0.5 seconds.
• Still: The logotype simply appears as part of the intro of the film, on top of a coloured background.

If you want to add text, please follow the instructions in the typography section.

To harmonise the use of typography in film, let the following principles guide your work. For all graphics, always use a font from the Scania Sans typeface family. Always apply the typographic settings that are outlined in the chapter on Typography. While Scania in general always align text to the left, in film an exception is made. For key messages or added information such as a URL, always center text both horizontally and vertically. For names and titles always left align text as shown in the examples to the right.

As a rule, always use white text when possible. Subtle shadowing can be applied to text when the film is very bright to ensure high readability. For the use of graphic elements in film, please refer to the separate Illustrations and Pictograms sections.

• 2-3 lines
• Name in Scania Sans Bold
• 1-2 Title lines in Scania Sans Regular
• Bottom left is preferred if possible, with 125% leading

Text should be displayed in Scania Sans Headline or Scania Sans Bold, depending on length.

The sounds added to a film can profoundly shape the experience of the Scania brand. Therefore, when recording a voice over, selecting music or adding sound effects to your film, always be mindful of Scania’s tone of voice. Our voice is real and relevant, accessible and inviting, and feels confident and secure. 

Just like Scania’s image style is grounded in reality and never look fake or overly retouched, the sound added to a film should follow the same principles.

Avoid adding unncesseary or overly expressive sound effects and ensure your voiceover sounds natural, sincere, honest and confident. For music, make sure to match the content and tempo of the film with the style of music used. It is recommended to consider what music to use before editing starts. Finally, always ensure that you own the usage rights to the music that you use.

Scania’s brand imagery should always be grounded in reality: our own, and that of our customers. Neither images nor films should look fake or overly retouched. We use natural light with depth of field, showing real people in real situations. This way Scania is always present and shows that we understand our customers and every bit of their business.

Through a clear and consistent illustration style we can unify the visual expression of our illustrations at Scania. 

The monochrome use of colour and a simplified clean illustration style result in a professional stylistically pure expression.

If you must use colours to highlight details or parts of your illustration always use any of Scania’s brand colours, primarily the primary and supporting colours.

Combining product and environment illustrations can be a powerful tool to support communication. Good examples include using illustrations to outline features of transport systems and logistic flows, to present product and service features and to clarify size and scale relationships. 

• According to applicable laws on privacy, all persons appearing in a film must sign a written release permitting storing, processing and publication of the film. A film including a person, who has not given a written consent, must not be used. 
• Suppliers (e.g. photographers and agencies) must sign a release authorising free use of their photos for commercial purposes in the whole Scania organisation.
• Make sure you have the right permits for shooting on the site.

Templates for agreements for people/models are available via the communication support site on Reflex or by contacting Scania Imagdesk.

• Always shoot in at least full HD i.e. 1080p (progressive).
• Preferably shoot in PAL 25 fps or 50 fps if possible. Varied framing makes it easier to do good editing.
• Make sure to take some establishing shots, but don’t forget the details.
• Use a tripod or other equipment fors tabilisation. Make sure to use windshield on all microphones when filming outdoors.
• When shooting aerial footage, for example with a remote controlled drone or from a helicopter, make sure all permits are in order.
• Always use as low compression rate as possible when delivering the material.
• Always use professionals for more advanced productions, consider hiring a production agency.
• Always ensure that you own the world wide usage rights to any material that you share.

In order to maximise the use and value of our video assets, the following video standards have been set to ensure a consistent, predictable and high-quality video experience.

• Videos embedded into ComOn are hosted on YouTube
• Videos embedded into ComOn are subtitled in all relevant languages
• All subtitles on videos embedded into ComOn are softcoded
• Softcoded subtitles may be in .srt (UTF-8) or .vtt format

Rationale for decision:

• Video assets shared between YouTube and ComOn maximise opportunities for video engagement and provide cross-platform tracking.
• Subtitles are used to ensure our visitors can engage with our content in their preferred language(s).
• Soft-coded subtitles are used to enable future editing of information and to minimise file storage requirements.
• SRT file formats are easy to work with, while .vtt file formats support advanced features like positional information.

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