0:00:11.744,0:00:15.911
First of all, what makes a good logo[br]is making sure that there is...

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There's a couple of different things[br]that go to logo... go into logos.

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The typeface has to be representative[br]of the, um, look, tone, and feel

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that you want to create[br]with your company.

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It can be very formal, which gives the idea[br]to people that it's a very formal company.

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It can be sort of fun and inviting,[br]the typeset... the typeface,

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which cues that this might be [br]a product that is a little more,

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um, you know, sort of, [br]not as... as serious.

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So, I think you really have to[br]think about that kind of stuff

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when it comes to [br]the actual type itself.

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The design mark is... [br]um,

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if... if you can get a design mark[br]that is symbolic or metaphorical,

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that is an immediate read[br]for what your company does

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and what you stand for,[br]um, that's really powerful.

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A good logo is a quick [br]understanding, a quick glance,

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of what the company [br]is about.

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Hum, [br]especially...

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I'm a carpenter,[br]so to have a complicated logo

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if a van is passing you [br]in the street

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and you're looking for [br]that sort of trade,

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you want to immediately[br]be able to get to it,

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and something that [br]sticks in your head.

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Yes, I'm responsible for it,[br]because I head up corporate marketing.

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Um, our company [br]does not actually have a...

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So when you think [br]about a brand,

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there... there are two things that[br]could come... that come with a brand.

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The actual words[br]and then the design mark, okay?

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So some companies[br]have both

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and some companies[br]don't have a design mark.

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Vantage does not[br]have a design mark,

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um, but [br]we do have a logo

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um, [br]and it is very stylized.

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There's a particular font[br]that is associated with it.

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Um, it is absolutely[br]trademarked.

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When it is in the logo, [br]um, it's all lower case

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and it's a certain color.

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It's grey.

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Yes, we have a logo[br]which is a crest,

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which is three reindeer,[br]a shield, three stars, and a...

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No. It's one star. [br](Chuckles) Sorry!

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Interviewer: [br]Do you think it's a good logo?

0:02:24.635,0:02:27.300
Um. [br]When it's in color, yes.

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Color is... is a very [br]powerful thing.

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So red has a connotation,[br]right?

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Red can be [br]very aggressive, um,

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and, um, and blue is very... [br]um, it's associated with finance,

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and it's also considered,[br]sort of, um, safe.

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So... So colors actually have[br]quite a bit of power,

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and you do want [br]to think about that

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when you're looking at [br]designing a logo, yeah.