[Script Info]
Title: 
[Events]
Format: Layer, Start, End, Style, Name, MarginL, MarginR, MarginV, Effect, Text
Dialogue: 0,0:00:11.74,0:00:15.91,Default,,0000,0000,0000,,First of all, what makes a good logo\Nis making sure that there is...
Dialogue: 0,0:00:15.91,0:00:18.38,Default,,0000,0000,0000,,There's a couple of different things\Nthat go to logo... go into logos.
Dialogue: 0,0:00:18.38,0:00:23.59,Default,,0000,0000,0000,,The typeface has to be representative\Nof the, um, look, tone, and feel
Dialogue: 0,0:00:23.59,0:00:25.66,Default,,0000,0000,0000,,that you want to create\Nwith your company.
Dialogue: 0,0:00:25.66,0:00:29.91,Default,,0000,0000,0000,,It can be very formal, which gives the idea\Nto people that it's a very formal company.
Dialogue: 0,0:00:29.91,0:00:34.07,Default,,0000,0000,0000,,It can be sort of fun and inviting,\Nthe typeset... the typeface,
Dialogue: 0,0:00:34.07,0:00:37.93,Default,,0000,0000,0000,,which cues that this might be \Na product that is a little more,
Dialogue: 0,0:00:37.93,0:00:40.61,Default,,0000,0000,0000,,um, you know, sort of, \Nnot as... as serious.
Dialogue: 0,0:00:40.61,0:00:42.71,Default,,0000,0000,0000,,So, I think you really have to\Nthink about that kind of stuff
Dialogue: 0,0:00:42.71,0:00:45.02,Default,,0000,0000,0000,,when it comes to \Nthe actual type itself.
Dialogue: 0,0:00:45.02,0:00:47.20,Default,,0000,0000,0000,,The design mark is... \Num,
Dialogue: 0,0:00:47.20,0:00:51.10,Default,,0000,0000,0000,,if... if you can get a design mark\Nthat is symbolic or metaphorical,
Dialogue: 0,0:00:51.10,0:00:53.79,Default,,0000,0000,0000,,that is an immediate read\Nfor what your company does
Dialogue: 0,0:00:53.79,0:00:56.96,Default,,0000,0000,0000,,and what you stand for,\Num, that's really powerful.
Dialogue: 0,0:00:56.96,0:01:01.94,Default,,0000,0000,0000,,A good logo is a quick \Nunderstanding, a quick glance,
Dialogue: 0,0:01:01.94,0:01:04.58,Default,,0000,0000,0000,,of what the company \Nis about.
Dialogue: 0,0:01:04.58,0:01:07.18,Default,,0000,0000,0000,,Hum, \Nespecially...
Dialogue: 0,0:01:07.18,0:01:11.34,Default,,0000,0000,0000,,I'm a carpenter,\Nso to have a complicated logo
Dialogue: 0,0:01:11.34,0:01:14.50,Default,,0000,0000,0000,,if a van is passing you \Nin the street
Dialogue: 0,0:01:14.50,0:01:17.56,Default,,0000,0000,0000,,and you're looking for \Nthat sort of trade,
Dialogue: 0,0:01:17.56,0:01:19.87,Default,,0000,0000,0000,,you want to immediately\Nbe able to get to it,
Dialogue: 0,0:01:19.87,0:01:22.53,Default,,0000,0000,0000,,and something that \Nsticks in your head.
Dialogue: 0,0:01:30.12,0:01:34.84,Default,,0000,0000,0000,,Yes, I'm responsible for it,\Nbecause I head up corporate marketing.
Dialogue: 0,0:01:34.84,0:01:38.54,Default,,0000,0000,0000,,Um, our company \Ndoes not actually have a...
Dialogue: 0,0:01:38.82,0:01:40.88,Default,,0000,0000,0000,,So when you think \Nabout a brand,
Dialogue: 0,0:01:40.88,0:01:44.20,Default,,0000,0000,0000,,there... there are two things that\Ncould come... that come with a brand.
Dialogue: 0,0:01:44.20,0:01:48.70,Default,,0000,0000,0000,,The actual words\Nand then the design mark, okay?
Dialogue: 0,0:01:48.70,0:01:50.87,Default,,0000,0000,0000,,So some companies\Nhave both
Dialogue: 0,0:01:50.87,0:01:53.68,Default,,0000,0000,0000,,and some companies\Ndon't have a design mark.
Dialogue: 0,0:01:53.68,0:01:56.16,Default,,0000,0000,0000,,Vantage does not\Nhave a design mark,
Dialogue: 0,0:01:56.16,0:01:58.43,Default,,0000,0000,0000,,um, but \Nwe do have a logo
Dialogue: 0,0:01:58.43,0:02:00.78,Default,,0000,0000,0000,,um, \Nand it is very stylized.
Dialogue: 0,0:02:00.78,0:02:04.09,Default,,0000,0000,0000,,There's a particular font\Nthat is associated with it.
Dialogue: 0,0:02:04.09,0:02:07.40,Default,,0000,0000,0000,,Um, it is absolutely\Ntrademarked.
Dialogue: 0,0:02:07.40,0:02:11.67,Default,,0000,0000,0000,,When it is in the logo, \Num, it's all lower case
Dialogue: 0,0:02:11.67,0:02:13.44,Default,,0000,0000,0000,,and it's a certain color.
Dialogue: 0,0:02:13.44,0:02:14.63,Default,,0000,0000,0000,,It's grey.
Dialogue: 0,0:02:14.63,0:02:16.67,Default,,0000,0000,0000,,Yes, we have a logo\Nwhich is a crest,
Dialogue: 0,0:02:16.67,0:02:20.97,Default,,0000,0000,0000,,which is three reindeer,\Na shield, three stars, and a...
Dialogue: 0,0:02:20.97,0:02:22.95,Default,,0000,0000,0000,,No. It's one star. \N(Chuckles) Sorry!
Dialogue: 0,0:02:22.95,0:02:24.64,Default,,0000,0000,0000,,Interviewer: \NDo you think it's a good logo?
Dialogue: 0,0:02:24.64,0:02:27.30,Default,,0000,0000,0000,,Um. \NWhen it's in color, yes.
Dialogue: 0,0:02:35.13,0:02:37.84,Default,,0000,0000,0000,,Color is... is a very \Npowerful thing.
Dialogue: 0,0:02:37.84,0:02:40.02,Default,,0000,0000,0000,,So red has a connotation,\Nright?
Dialogue: 0,0:02:40.02,0:02:42.30,Default,,0000,0000,0000,,Red can be \Nvery aggressive, um,
Dialogue: 0,0:02:42.30,0:02:47.42,Default,,0000,0000,0000,,and, um, and blue is very... \Num, it's associated with finance,
Dialogue: 0,0:02:47.42,0:02:50.90,Default,,0000,0000,0000,,and it's also considered,\Nsort of, um, safe.
Dialogue: 0,0:02:50.90,0:02:54.66,Default,,0000,0000,0000,,So... So colors actually have\Nquite a bit of power,
Dialogue: 0,0:02:54.66,0:02:56.07,Default,,0000,0000,0000,,and you do want \Nto think about that
Dialogue: 0,0:02:56.07,0:02:59.64,Default,,0000,0000,0000,,when you're looking at \Ndesigning a logo, yeah.