Why Shooting in LOG Will Improve Your Brand Videos

When most people see LOG footage for the first time, their reaction is almost always the same:

"Why does it look so flat and washed out?"

It’s a fair question — after all, what you see straight out of the camera is very different from the polished, cinematic videos you’re used to.

But that flat, desaturated look is exactly why LOG footage is so powerful. It’s a deliberate choice that gives professional filmmakers, and brands alike, far more control over the final image.

If you’re creating content for your business, understanding LOG is one of the quickest ways to improve your video quality — and stand out from competitors.

What is LOG?

LOG is a video recording format designed to capture as much dynamic range as possible. Dynamic range refers to the range of light in a scene — from the darkest shadows to the brightest highlights.

Think of it like taking a photograph in RAW instead of JPEG. RAW captures all the subtle detail and color information, giving you flexibility to adjust it later. LOG works the same way for video: the footage looks flat when it comes out of the camera, but all the details are preserved for colour grading and post-production.

Why LOG looks flat

If you’re used to standard video, the first time you see LOG footage, it can look underwhelming. This is because LOG is intentionally designed to defer contrast and saturation adjustments to post-production.

Instead of trying to make the footage look perfect in-camera, LOG focuses on capturing the most information possible. Shadows, highlights, and mid-tones are all preserved — giving editors a full palette to work with.

This might feel counterintuitive at first, but think of it as giving yourself freedom instead of locking your footage into one specific look from the start.

Why LOG Matters for Brands

Many businesses don’t realise how much the technical choices behind a video affect perception. Shooting in LOG isn’t just about looking professional; it’s about future-proofing your content and ensuring visual consistency.

Here’s why LOG matters for brand content:

1. Consistency Across Multiple Shoots

Brand content rarely happens in a single day. You might film multiple episodes, social clips, or customer testimonials across weeks or even months.

LOG ensures that footage from different days, lighting conditions, or cameras can be graded to match each other. Without it, colors, brightness, and contrast can vary wildly, which looks unprofessional and breaks the visual story you’re trying to tell.

2. Cinematic Quality

Cinematic visuals are no longer reserved for movies. Audiences subconsciously associate polished, high-quality video with professionalism and trustworthiness. LOG gives you the data needed to create that cinematic look, even if you’re working on a small marketing budget.

Through colour grading, flat LOG footage can be transformed into:

• Rich, vibrant colors that match your brand palette
• Balanced highlights and shadows that make your subjects and products pop
• Consistent tone and mood across different shots or campaigns

The difference is noticeable. Even subtle improvements in visual quality can significantly increase engagement and credibility.

3. Flexibility in Post-Production

With LOG, you’re not tied to the “look” that was shot. You can adjust the exposure, contrast, and color grading later to:

• Match other campaigns
• Repurpose footage for different platforms
• Adjust the style as your brand evolves

This flexibility is especially valuable for marketing teams who need assets that can be reused across multiple channels or campaigns without starting from scratch.

4. Future-Proofing Your Content

Investing in LOG today means your videos will continue to look good tomorrow. Why? Because you’re capturing maximum information at the source.

This means that if you need to:

• Zoom in on a product without losing detail
• Adjust brightness to fix lighting issues
• Recut a scene for a different format

…the footage will still hold up, unlike standard video, which often becomes pixelated, overexposed, or “muddy” when stretched or modified.

Colour Grading: Bringing LOG Footage to Life

One of the biggest misconceptions about LOG is that it’s “unfinished” or “broken.” In reality, LOG is like raw dough — it’s a base that allows you to sculpt the final look.

Colour grading is the process of adjusting the visual properties of your footage after filming. It’s where LOG really shines, giving you full control over:

• Brand Colours: Ensure consistency with your visual identity
• Lighting Adjustments: Correct overexposed or underexposed areas
• Mood and Tone: Create a cinematic feel that reinforces your message
• Highlight and Shadow Balance: Retain detail even in challenging lighting

Without LOG, footage often clips highlights or crushes shadows, limiting your ability to make adjustments. With LOG, every frame is flexible.

LOG and the ROI of Brand Video

Some businesses hesitate to invest in LOG because it’s perceived as more complicated or expensive. But here’s the thing: the return on investment comes in the form of professional, reusable, and high-performing content.

Here’s how LOG can improve ROI:

1. Higher engagement: Viewers respond better to visually polished content.
2. Reduced reshoots: Correct exposure or color issues in post, rather than rebooking shoots.
3. Consistent brand perception: High-quality visuals communicate professionalism and trust.
4. Repurposable assets: Flexible footage can be used across multiple campaigns, social platforms, and formats.

Investing in LOG is investing in the longevity and adaptability of your content.

Practical Tips for Brands Using LOG

If you’re thinking about implementing LOG in your brand content workflow, here are a few tips:

1. Work with a professional or experienced operator: LOG maximizes flexibility, but only if the footage is captured correctly.
2. Plan your shoots: Since LOG requires post-production, make sure your schedule allows for grading.
3. Use a colourist or editor who understands LOG: Even small tweaks in post can transform your footage.
4. Capture proper exposure: LOG preserves detail, but it can’t fix footage that’s completely underexposed or overexposed.
5. Maintain consistency across cameras: If you’re shooting with multiple devices, LOG helps unify the look in post.

LOG Doesn’t Have to Be Complicated

Shooting in LOG might sound intimidating, but the principles are simple: capture as much information as possible, then refine it in post.

Even small teams or in-house marketing departments can see huge improvements in quality by adopting LOG workflows. And as content continues to dominate brand marketing, visual quality is increasingly critical to standing out.

LOG in Action: Examples from Copper Sprocket

At Copper Sprocket, we use LOG to deliver cinematic, high-quality brand content that builds trust and authority. Here’s how LOG makes a difference:

• Customer testimonials: Shadows and highlights preserved across indoor and outdoor shots, giving a consistent look.
• Product launches: Colour grading enhances brand colors while maintaining realistic tones.
• Social content: Flexible footage that can be cut, repurposed, and optimized for different platforms without losing quality.

By shooting in LOG, our clients get professional-grade visuals without the headache of trying to “fix” flat or inconsistent footage.

Conclusion: Why LOG Matters for Your Brand

Shooting in LOG is more than a technical choice — it’s a strategic decision that improves quality, consistency, and flexibility. For brands that care about the longevity and professionalism of their content, LOG is a must-have tool.

• It preserves highlights and shadows, giving maximum detail.
• It allows consistent colour grading across multiple shoots.
• It makes post-production flexible and efficient.
• It future-proofs your content, allowing repurposing and long-term usability.

LOG isn’t just for filmmakers. It’s for any brand that wants its video content to look polished, cinematic, and professional.

Want to see LOG in action?

Check out our full video on shooting in LOG [YouTube link].

And if you want help creating high-quality, story-driven content that builds trust and authority, drop me a message: duncan@coppersprocketcontent.com