Filming your own videos

Working with video requires planning, technical know-how and an editorial mindset.

Read more about general guidelines for communicating with video.

Practical production

Approach video in the same way as any other type of communication. Think more general narrative than cinematic film. Be more of a journalist than a director.

Answer the questions:

  • What message are you trying to convey?
  • To whom?
  • Who conveys it best?

It is once these questions are answered that you can move on to the specifics of the video.

Most of the University's productions are small such as a portrait or an interview. In such case, you can be quite straightforward in your work, like a small TV crew doing a report rather than a large film team producing a film. However, the content should also be clear before filming. What needs to be conveyed (and what does not need to be said)? How should the video begin and end? What images are needed? Graphics? Music? Tone and tempo? It is particularly important for this to be clear and agreed in advance when there are multiple clients/interested parties.


In interviews, it is important to ask questions aimed at obtaining answers that can stand alone in the video, without explanation. It may sometimes be necessary to talk about the same thing for an unnaturally long time in order to get the right wording. This is where journalistic/editorial experience helps, but a basic tip is to ask the person to tell you instead of asking questions or to ask open-ended questions that cannot be answered with just 'yes' and 'no'.

Umeå University's visual identity

The general rule for videos linked to Umeå University is that the intro should not contain any logo. This is because the sender should already be clear from the fact that the video is being broadcast in our own channels.
The key principle in video production is that moving media needs to be interesting enough to make the viewer want to watch to the end. If this is not the case, the video is too long or has the wrong content.

Using the University's logo – what should I keep in mind?

The logo should be located at the end, situated on a single-coloured plate in one of the profile colours or, if possible, be included directly in the video. It is important to keep logo readability in mind, which should always be based on mobile phone viewing as the starting point.

An exception to the rule of only having the logo at the end of the video is if the video consists of messages directly from Umeå University, such as from the University Management, or if the video is to be shown in a channel that is not our own, on other websites or media, etc. In such cases, it may be necessary to have the logo at the start of the video or to use another heading in the video that lets the viewer know the location is Umeå.

Umeå University is not the only sender of the video

If other senders are included in the video, such as other companies or internal projects such as Culture on Campus, these are shown on a sign before the Umeå University logo is shown.

For live broadcasts in particular

Before live broadcasts, a starting image with both the logo and the text "A live broadcast from Umeå University is about to begin" must always be shown. In Swedish, "Snart sänder Umeå universitet live".

Name tags in videos

Name tags must always be positioned in the lower left-hand corner and written in Gotham or Verdana font. Readability should always be based on mobile phone viewing as the starting point. Remember not to use excessive capitalisation.


The video can be shot with a mobile phone in existing light or with more advanced equipment. The important thing is to think about the target group, make sure you have something to say, and think about what "programme" you are making for our "channel".

For filming with a mobile phone

For iPhone audio recording, use e.g. Røde's "Videomic ME" iPhone mic. It is a good idea to use a mobile phone holder of some kind that makes filming more stable, such as a "shoulderpod". Preferably together with a tripod, where necessary.

For the best technical results with limited resources, film with a system camera on a tripod, paying attention to composition, exposure, white balance and lighting, and record audio with a separate microphone. Edit in video editing software, such as Adobe Premier or Final Cut. Export as H264 in 1080p or 720p.

Publication and distribution

The majority of the University's videos are intended for online publication. Publish the video in Umu Play if it relates to teaching. Publish the video in Mediaflow if it relates to internal or external communication.


Music can be a big part of the overall look and feel of a video. And just like we make different types of videos, we need different types of music for different purposes. Keep in mind that you must have the rights to use the music you want in the video. When purchasing music, it is important to think about how long you have the rights to use the music in the video and in which channels, such as social media.

Subtitling of videos is a requirement

Since 23 September 2020, the Web Directive applies to videos published in digital channels. Among other things, the Directive dictates that all videos which Umeå University publishes in digital channels after 23 September 2020 MUST be subtitled in the spoken language.

Read more about subtitling and what support is available.

Videos and personal data

All videos must comply with the General Data Protection Regulation (GDPR). A video containing a recognisable human being is considered personal data.

Read more about how the University works with images.

Read more about images as personal data.

Simon Öhman Jönsson