Content

FSU’s identity is formed by all aspects of our communication style. By using consistent language and imagery, our university can achieve recognition and cohesion across all platforms.


Writing Style

The Office of University Communications at Florida State University uses the Associated Press stylebook as a guide for all written and digital materials provided to the news media or the public and/or posted on the university’s websites.

Boilerplate

One of the nation’s top public research universities, Florida State University serves more than 43,000 students from all 50 U.S. states and more than 120 countries. Located in Tallahassee, Florida’s capital, FSU offers more than 275 undergraduate, graduate, and professional programs, including medicine and law, taught by exceptional faculty who are leaders in their fields. Whether they are Pulitzer Prize winners, Guggenheim Fellows or members of the National Academies, FSU faculty inspire students to reach their full potential with unparalleled opportunities in the arts, sciences and humanities. FSU’s unwavering commitment to student success produces some of the highest retention and graduation rates in the nation. Florida State’s welcoming campus is the oldest continuous site of higher education in the state and home to a growing research enterprise, the world-class National High Magnetic Field Laboratory, celebrated fine and performing arts programs, an entrepreneurial culture and championship athletics teams. 


Social Media

Social media accounts affiliated with Florida State University, such as colleges, divisions and departments, must uphold FSU’s brand identity, integrity and reputation while adhering to professional standards and legal requirements.

Please note: Recognized Student Organization (RSO) social media accounts are not considered FSU-affiliated accounts and are governed by the RSO policies.

How to create an account

  • Know the account’s platform, audience, purpose and goals.
  • Establish an FSU faculty or staff member as the account manager who will be responsible for approving and publishing content. The account manager must read and agree to the social media guidelines. To ensure accuracy, account managers will be verified yearly.
  • Submit a request to create a new account. Accounts must be approved by the social media team in University Communications.

Recommended Etiquette

  • Be Audience-Focused: Think about what your specific audience wants to hear from you and how to showcase FSU and your unit in the best light possible.
  • Be Thoughtful: Consider the potential impact your posts could have on yourself and FSU. If unsure about a post's appropriateness or potential consequences, it is best to err on the side of caution and refrain from posting.
  • Be Accurate: Ensure that all content shared is factually correct and free of grammatical or spelling errors. Accuracy enhances FSU's credibility and trustworthiness as an institution of higher learning.
  • Be Respectful: Acknowledge that social media discussions may elicit differing opinions. Respond respectfully to comments or discussions, and consider moving potentially contentious conversations to private messages (DMs) to maintain a respectful online environment.
  • Be Compliant: Content must comply with all university policies and regulations as well as local, state and federal law.

FSU Social Media Commenting Guidelines

Florida State University’s social media channels are intended to be a forum for members of the FSU community from around the world – students, alumni, parents, friends, fans and more – to engage in civil and thoughtful discussion about FSU’s posts. These channels are also to serve as an outlet for the university to quickly and easily share FSU news and important campus and safety information with our community.

In commenting on Florida State University social media posts, we encourage users to keep FSU’s Mission, Vision and Values in mind, and we ask that all commenters review and adhere to these FSU Social Media Commenting Guidelines.

We regularly review comments and reserve the right to remove those that:

  • Are off topic
  • Are commercial in nature
  • Contain links to third-party websites or content
  • Violate Florida, federal or any other applicable law
  • Promote unlawful activity or are unlawful in nature

Social Media Avatars

Avatars, or profile images, should clearly identify your unit and provide immediate recognition of the overarching FSU brand. University Marketing will provide customized, branded avatars for approved FSU-affiliated social media accounts. Banners, posts and stories can and should provide personality and unique aspects of your department or unit.

Request an Account


Video

Technical Standards

  • Aspect Ratio: Maintain a recommended aspect ratio of 16:9 for optimal viewing experience across platforms.
  • Formats: Prefer Quicktime ProRes 422 HQ or Quicktime H.264 / MP4 formats for YouTube compatibility.
  • Resolution: Shoot in 4K or High Definition (HD) resolution (3840 x 2160 or 1920 x 1080) to ensure high-quality visuals.

Copyright

  • Content Usage: Videos must be free of copyrighted material unless appropriate permissions are obtained or copyright does not apply under fair use.

Accessibility

  • Font and Contrast: Prioritize legibility by using font sizes and contrast ratios suitable for diverse screen sizes and resolutions.
  • Adhere to Standards: Follow Section 508 of the Rehabilitation Act and industry best practices.
  • Captions and Transcripts for Videos: Provide captions and audio transcripts for all video content. Do not rely on auto-captioning.

People-Focused Approach

  • Faces of FSU: Highlight students, faculty, staff and alumni who embody our core values.
  • Natural Interactions: Showcase real individuals, authentic expressions and natural environments to resonate with viewers.
  • Compelling Stories: Tell authentic stories. Showcase FSU’s academics, research and spirit by connecting with audiences emotionally.

Academic Excellence

  • Scholarly Impact: Feature groundbreaking research and academic achievements.
  • World-Changing Contributions: Convey FSU’s impact on the world.
  • Dedication and Significance: Reflect the commitment to academic exploration.

Best Practices for FSU Video Style

  • Depth-of-Field: Utilize short depth-of-field to focus on the subject, emphasizing clarity and presence.
  • Lighting: Prioritize natural, directional light to create a visually appealing and authentic atmosphere.
  • Interviews: Frame interviews in an uncluttered manner, allowing for clear visibility of subjects and incorporating design elements such as name keys.
  • Attire: Ensure subjects wear attire appropriate to the context and subject matter, reflecting professionalism and relevance.

Keeping Consistent Lower Thirds in Videos

Maintaining a consistent lower thirds design across all video content is essential for brand recognition and professionalism. Lower thirds, the graphics overlay in the lower part of the screen, typically provide information such as the name of the speaker or additional context about the video content. Consistency in their design helps create a unified look and feel, reinforcing your brand identity.

Key elements to consider for consistent lower thirds:

  • Color Scheme: Use FSU’s colors to ensure that the lower thirds align with the overall brand visuals.
  • Font Choice: Use brand fonts.
  • Animation Style: Keep the animation style for lower thirds uniform across all videos to avoid visual dissonance.
  • Placement: Position each video’s lower thirds in the same area to maintain predictability and professionalism.

Shooting Video for YouTube vs. Social Media

When creating video content, it’s crucial to tailor your approach depending on the platform—YouTube for long-form content and social media for short-form content. Each platform has unique requirements and audience expectations.

YouTube (Long Form Content)

  • Length: Typically, YouTube videos range from 5 to 30 minutes, allowing for in-depth exploration of topics.
  • Content Depth: YouTube audiences expect detailed, high-quality content with thorough explanations, tutorials or storytelling.
  • Engagement: Incorporate calls to action – such as subscribing, liking or commenting – to foster engagement.
  • SEO: Optimize titles, descriptions and tags to improve searchability and reach a broader audience.
  • Consider closed captioning on all video content. Proofread the captions before posting.

Social Media (Short Form Content)

  • Length: Social media videos are generally short, ranging from a few seconds to 2 minutes, depending on the platform (e.g., Instagram Reels and Facebook Stories).
  • Attention-grabbing: Content needs to be immediately engaging to capture viewers’ attention within the first few seconds.
  • Visual Impact: Use bold visuals and quick cuts to maintain viewer interest in the limited time available.
  • Platform Specifications: Each platform has specific video dimensions and durations; tailor your content to fit these requirements.
  • Mobile-Friendly: Ensure videos are optimized for mobile viewing since a significant portion of social media consumption occurs on smartphones.
  • Closed Captioning: Consider closed captioning on all video content. Proofread the captions before posting.

Video Assets