Embedded Media Barcode Links (EMBL), are optimally blended iconic barcode marks printed on paper documents that signify the existence of media associated with that part of the document. EMBLs are used for media retrieval with a camera phone. Users take a picture of an EMBL-signified document patch using a cell phone, and the media associated with the EMBL-signified document location is displayed on the phone. Unlike traditional bar code which requires an exclusive space, EMBLs are optimally blended with contents and thus have less interference with the original document layout and can be moved closer to a media associated location. Unlike Embedded Media Makers (EMM) which requires underlying document features for the marker identification, EMBL has no requirement to underlying features. Moreover, EMBL can take the advantage of users' knowledge to traditional barcode. Retrieval of media associated with an EMBL is based on the barcode identification of the captured EMBL.