First of all, what makes a good logo is making sure that there is...
There's a couple of different things that go to logo... go into logos.
The typeface has to be representative of the, um, look, tone, and feel
that you want to create with your company.
It can be very formal, which gives the idea to people that it's a very formal company.
It can be sort of fun and inviting, the typeset... the typeface,
which cues that this might be a product that is a little more,
um, you know, sort of, not as... as serious.
So, I think you really have to think about that kind of stuff
when it comes to the actual type itself.
The design mark is... um,
if... if you can get a design mark that is symbolic or metaphorical,
that is an immediate read for what your company does
and what you stand for, um, that's really powerful.
A good logo is a quick understanding, a quick glance,
of what the company is about.
Hum, especially...
I'm a carpenter, so to have a complicated logo
if a van is passing you in the street
and you're looking for that sort of trade,
you want to immediately be able to get to it,
and something that sticks in your head.
Yes, I'm responsible for it, because I head up corporate marketing.
Um, our company does not actually have a...
So when you think about a brand,
there... there are two things that could come... that come with a brand.
The actual words and then the design mark, okay?
So some companies have both
and some companies don't have a design mark.
Vantage does not have a design mark,
um, but we do have a logo
um, and it is very stylized.
There's a particular font that is associated with it.
Um, it is absolutely trademarked.
When it is in the logo, um, it's all lower case
and it's a certain color.
It's grey.
Yes, we have a logo which is a crest,
which is three reindeer, a shield, three stars, and a...
No. It's one star. (Chuckles) Sorry!
Interviewer: Do you think it's a good logo?
Um. When it's in color, yes.
Color is... is a very powerful thing.
So red has a connotation, right?
Red can be very aggressive, um,
and, um, and blue is very... um, it's associated with finance,
and it's also considered, sort of, um, safe.
So... So colors actually have quite a bit of power,
and you do want to think about that
when you're looking at designing a logo, yeah.