Adding Logos To Videos

corporate video video production

Similar to our previous post, here we are looking at different methods on how to include visual elements in videos. While some of the techniques outlined here are similar to that last post, they're slightly more aligned with having a logo appear at the end of your video as opposed to having text appear throughout. It's often desirable to include a logo at the end of a video in order to remind the viewer of the company or brand and leave them with that final image in their minds. You can find this method being used in promotional videos, advertisements, and other corporate/commercial videos.

If you're editing a video for your own company or a client's, the methods that we go over here should help to solve potential issues as well as show different creative options that you might use when including logos in videos. First, we'll cover the most common way that logos are displayed after a video is completed.

Overlaid On Black or White

If you're not looking for different or creative ways to display a logo in your videos, the most logical and easy method is to simply cut to black and have the logo appear there. This method works fine and will in no way take away from the professional look in your video that you might be going for. Cutting to black and bringing up either ending credits or logos is something you see in many feature films and other professional video formats (commercial/corporate included). Cutting to black keeps things clean and is a great go-to method when adding logos to videos.

Alternatively, you can have the logo appear on a white background instead of cutting to black. This can be useful for a couple reasons. First, the logo in question might simply look better on white than on black. For example, if the logo has any black visual elements in it, they will get lost in a black background; placing the logo on white resolves that issue. Second, a white background can better suit the feel of the video it's being used in. A white background could help to keep the tone lighter and happier, while a black background could come across as more serious and cinematic. At BiteSite, we have even opted for white backgrounds for this very reason, even when the logo would have appeared just as visually pleasing on a black background.

Overlaid On Video Footage

Pushing things a bit further in terms of creativity, logos can be displayed on top of video footage rather than simply on black or white. This requires that the final shot of the video is chosen with the logo in mind so that everything looks clean and works well together visually. Using this method can help to create a unified feel to the entire video; you're not cutting away to a completely new visual to end it off. Cutting to black or white can sometimes be a bit jarring. Rather, you're sticking with a similar visual look that the viewer has grown accustomed to as they've been viewing the video up to that point. Simply cutting to a different shot (rather than black or white) and having the logo appear on top can help to mitigate that jarring sensation you might otherwise create.

Even if none of the shots that you have available are well suited for placing a logo on, you can still use this method if you first apply a blur effect to the footage to have it appear less visually noisy. Many visual backgrounds can be used once blur is applied, some might just require more blurring than others. That being said, blur doesn't necessarily solve the issue of your logo potentially looking better on a lighter or darker background. Blur will only solve the visual noise, not the lightness or darkness of an image.

Composited Into The Shot

While this technique requires a bit of planning and creativity and can also require a little more work in post-production, it's not too difficult or time-consuming to implement. Compositing the logo into the shot refers to having a shot that is specifically meant to have a logo placed in it. This can be as simple as shooting the shot in such a way that the logo fits well on top of it, for example shooting an outdoor landscape shot with enough empty sky to hold the logo. You can also push this further and have motion occur in the shot where someone or something in the frame moves out of the frame, revealing the logo from behind. For example, someone speaking to the camera in the frame can deliver their final line, and then walk out of frame, revealing the logo which would appear to have been floating behind them the entire time. To see what I'm struggling to convey here in writing, check out the video that is posted along with this article.

When you use techniques like this, it can help to add a little more visual appeal and gives more attention to the logo itself. It can be a great way to have a stronger ending to your video without going overboard.

Full Screen Logo

Lastly, you can have a logo animation that takes up the entire frame of the video. Picture for a moment the Paramount logo intro that you see in many feature length Hollywood films; that constitutes a full frame logo animation. When displaying the logo in this way, you no longer need to display it on black, white, or overlaid on top of video footage. Rather, the entire logo becomes a video clip in itself which you can simply end the video with. Furthermore, you can incorporate this full screen animation into the edit by creatively wiping to it rather than having a potentially jarring cut from the video footage to the full screen animated logo scene. For an example of this, check out the video posted along with this article.

Keep It Simple

That covers some different methods you can use for adding logos to videos. When it's all said and done, you can always just cut to black (or white) and have the logo appear there. It's generally best to keep things simple or in line with whatever brand or company you are dealing with. When using any of the other methods outlined here, just make sure that it does fit in with the overall tone and feel of the video and suits the company's wishes as well.

Tim Clark
Filmmaker, BiteSite