In a nutshell
- A bug, in video terms, is a strategically placed graphic used to identify a brand or content provider.
- Bugs are useful for branding, engagement and even safeguarding content.
- No longer for just broadcast, bugs are prevalent in streaming and online videos everywhere.
Today, all creators — from videographers to online content creators — need to build a strong brand identity to stand out in our saturated market. One tool creators often rely on is the “bug.” You might know it as a watermark or logo overlay. Whatever you call it, it’s the small graphic strategically placed on videos to boost brand recognition and protect content. Depending on your type of content, it’s a tool you should consider using.
Let’s take a closer look at video bugs: what they are, where they came from, why they matter and how they’ve evolved in both the broadcast and digital spaces.
What are bugs? A quick overview
First off, what exactly is a bug? Simply put, it’s a watermark or logo overlay added to a video, usually tucked into a corner of the screen. Bugs remind viewers who created the content and discourage others from using it without permission.
Now seen all over, bugs have a long history on television. In the early days of TV, networks used small on-screen logos to brand their channels and prevent piracy. This practice began in the 1950s, with pioneers like NBC leading the way. NBC initially used a chime-like logo before transitioning to their now-famous peacock.
How bugs have changed over time
As TV technology advanced, bugs became more sophisticated. They weren’t just static logos anymore—they incorporated color, animations and sometimes extra information like the time or weather. By the 1980s and 1990s, when cable and satellite TV exploded, bugs were everywhere. Networks used them to stand out in a crowded market.
Then came the digital age. Streaming platforms and online video brought new functionality to bugs. They evolved from simple branding tools to powerful weapons against piracy. Digital watermarks emerged, discouraging unauthorized downloads and sharing.
Today, bugs appear in nearly every type of video — TV shows, YouTube clips, streaming platforms and even video games. They’ve adapted to fit different screen sizes and resolutions, ensuring they’re effective no matter where or how you’re watching.
Some examples
For visual references of bugs in action, look at popular YouTube channels, streaming platforms and other major networks. Some of the most memorable bugs have shaped how we consume content.
- ESPN’s “Pardon the Interruption” bug: ESPN turned bugs into an art form. Their dynamic graphic added personality and branding flair to their programming.
- MTV’s animated logo: MTV’s bug wasn’t just a logo — it was a dynamic, ever-changing feature that matched the tone of their programming.
- Netflix’s play button: A simple play icon in the corner subtly invites viewers to engage without being intrusive.
- CNN’s news ticker: More than a bug, CNN’s scrolling ticker revolutionized news delivery, offering real-time updates alongside the main program.
Effective implementation of bugs
There’s no one-size-fits-all rule for adding bugs to your videos, but following best practices is key. Factors like platform, content type and branding strategy all play a role. If a client gives specific instructions, stick to those. If not, here are some general tips to help you get it right:
- Placement: Bugs should stand out without taking away from the main content. The bottom-right or bottom-left corner is typically the sweet spot, though some creators go bold with center placement for extra visibility.
- Opacity and size: Your bug needs to be noticeable but shouldn’t overshadow your content. Find a balance where it’s visible but subtle, and adjust opacity to keep it from being too distracting.
- Duration: Bugs can stick around for the whole video or pop up at key moments. The choice depends on your branding strategy and the type of content you’re producing.
Who should use bugs?
Bugs are no longer just for TV broadcasters. With the rise of YouTube and other online platforms, bugs have evolved into sleek, modern branding tools. Today, they’re often used in YouTube videos, sometimes tied to links that direct viewers elsewhere.
While films typically avoid bugs, filmmakers can use them in marketing materials or trailers. All in all, bugs aren’t just limited to broadcasters — they’re a valuable resource for anyone aiming to build a recognizable brand.
Considerations for broadcast and web implementation
When using bugs in broadcast and web settings, there are a few key considerations to keep in mind:
- Accessibility: Bugs for online content shouldn’t interfere with accessibility features like screen readers or create issues for viewers with disabilities.
- Resolution and aspect ratio: Bugs should look sharp and clear on any screen, from a smartphone to a 4K TV.
- Transparency and encoding: Use lossless compression and transparency settings to keep your bug looking clean without obscuring important visuals.
- Legal compliance: For broadcast content, follow regulations like those from the FCC to avoid fines.
How to make bugs for your videos
Creating bugs has never been easier, thanks to tools like Adobe Illustrator, Photoshop, Premiere and After Effects. Here’s how to do it:
Start by designing your bug. The bug-designing process is similar to designing a logo for your brand. Sometimes it will be your brand’s logo. Tools like Illustrator and Photoshop are excellent for creating a logo or text element that reflects your brand. If you want a static bug, you can design and export it directly from either tool. Illustrator is recommended because it’s vector-based, allowing you to resize your bug without it becoming pixelated.
Bugs should be designed so that they’re not at all distracting. This means they need to be rather small and have a subtle design. For a web video at 1920×1080 pixels in resolution, a bug should be no bigger than 200×200 pixels. Choose subtle coloring, unless, of course, the color is central to the brand. Reducing color saturation can help to make the bug more subdued, but don’t sacrifice too much. A good bug should still be easily identified. Consider adding an outer glow or drop shadow to the graphic to help it slightly stand out from the video program. If you choose to add either of these styles you’ll need to make sure you preserve the alpha channel.
For an animated bug, import your design into After Effects or Premiere, where you can add animations like a fade-in or pulsating effect. But remember, typically, bugs are best not animated. This simply means that the graphic doesn’t flip, rotate, spin or otherwise have any moving properties. This just helps the bug be more subtle. Distracting bugs are generally not good. They keep the attention of the audience on something other than the focus of the video program. Now network TV shows are actually throwing in moving rotating bumping images as “commercial previews” of other shows they’re promoting, though some viewers find it quite distracting. Remember this: Don’t upset your viewers.
When you’re finished, export your file as a PNG, or as a animated PNG (APNG) if you have animation. Then, overlay the file onto your video using your editing software of choice.
Note: If you don’t have a design background, consider hiring a freelance designer. Platforms like Fiverr offer access to talented designers who can create a professional bug tailored to your needs.
Is it time for you to bug out?
Bugs have become an indispensable tool for content creators, evolving from simple broadcast logos to powerful branding assets in today’s digital landscape. Whether you’re creating YouTube videos, livestreaming or making a show for television, bugs can help establish your identity, build trust with viewers and protect your content from misuse.
With the right design and implementation, a bug can do more than just sit in the corner of a video — it can strengthen your brand and make your content stand out in a crowded market. From static designs to animated elements, bugs allow for creativity while serving practical purposes like deterring piracy and maintaining accessibility.
Ultimately, it’s up to you to decide if your project needs a bug. However, as video production continues to grow across platforms, bugs will remain a key feature for content creators and broadcasters alike. By understanding their purpose, embracing best practices and leveraging modern tools, you can ensure your videos leave a lasting impression on your audience.
Contributing columnist Mark Montgomery is a web content specialist and produces instructional videos for a leading web application developer. Other contributing editors include Russel Fairley.
