1
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First of all, what makes a good logo
is making sure that there is...

2
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There's a couple of different things
that go to logo... go into logos.

3
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The typeface has to be representative
of the, um, look, tone, and feel

4
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that you want to create
with your company.

5
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It can be very formal, which gives the idea
to people that it's a very formal company.

6
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It can be sort of fun and inviting,
the typeset... the typeface,

7
00:00:34,068 --> 00:00:37,929
which cues that this might be 
a product that is a little more,

8
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um, you know, sort of, 
not as... as serious.

9
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So, I think you really have to
think about that kind of stuff

10
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when it comes to 
the actual type itself.

11
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The design mark is... 
um,

12
00:00:47,202 --> 00:00:51,099
if... if you can get a design mark
that is symbolic or metaphorical,

13
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that is an immediate read
for what your company does

14
00:00:53,792 --> 00:00:56,955
and what you stand for,
um, that's really powerful.

15
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A good logo is a quick 
understanding, a quick glance,

16
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of what the company 
is about.

17
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Hum, 
especially...

18
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I'm a carpenter,
so to have a complicated logo

19
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if a van is passing you 
in the street

20
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and you're looking for 
that sort of trade,

21
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you want to immediately
be able to get to it,

22
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and something that 
sticks in your head.

23
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Yes, I'm responsible for it,
because I head up corporate marketing.

24
00:01:34,842 --> 00:01:38,535
Um, our company 
does not actually have a...

25
00:01:38,815 --> 00:01:40,881
So when you think 
about a brand,

26
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there... there are two things that
could come... that come with a brand.

27
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The actual words
and then the design mark, okay?

28
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So some companies
have both

29
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and some companies
don't have a design mark.

30
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Vantage does not
have a design mark,

31
00:01:56,162 --> 00:01:58,431
um, but 
we do have a logo

32
00:01:58,431 --> 00:02:00,780
um, 
and it is very stylized.

33
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There's a particular font
that is associated with it.

34
00:02:04,088 --> 00:02:07,405
Um, it is absolutely
trademarked.

35
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When it is in the logo, 
um, it's all lower case

36
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and it's a certain color.

37
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It's grey.

38
00:02:14,626 --> 00:02:16,671
Yes, we have a logo
which is a crest,

39
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which is three reindeer,
a shield, three stars, and a...

40
00:02:20,968 --> 00:02:22,951
No. It's one star. 
(Chuckles) Sorry!

41
00:02:22,951 --> 00:02:24,635
Interviewer: 
Do you think it's a good logo?

42
00:02:24,635 --> 00:02:27,300
Um. 
When it's in color, yes.

43
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Color is... is a very 
powerful thing.

44
00:02:37,836 --> 00:02:40,020
So red has a connotation,
right?

45
00:02:40,020 --> 00:02:42,299
Red can be 
very aggressive, um,

46
00:02:42,299 --> 00:02:47,416
and, um, and blue is very... 
um, it's associated with finance,

47
00:02:47,416 --> 00:02:50,904
and it's also considered,
sort of, um, safe.

48
00:02:50,904 --> 00:02:54,660
So... So colors actually have
quite a bit of power,

49
00:02:54,660 --> 00:02:56,074
and you do want 
to think about that

50
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when you're looking at 
designing a logo, yeah.