WEBVTT

00:00:11.744 --> 00:00:15.911
First of all, what makes a good logo
is making sure that there is...

00:00:15.911 --> 00:00:18.383
There's a couple of different things
that go to logo... go into logos.

00:00:18.383 --> 00:00:23.589
The typeface has to be representative
of the, um, look, tone, and feel

00:00:23.589 --> 00:00:25.657
that you want to create
with your company.

00:00:25.657 --> 00:00:29.908
It can be very formal, which gives the idea
to people that it's a very formal company.

NOTE Paragraph

00:00:29.908 --> 00:00:34.068
It can be sort of fun and inviting,
the typeset... the typeface,

00:00:34.068 --> 00:00:37.929
which cues that this might be 
a product that is a little more,

00:00:37.929 --> 00:00:40.607
um, you know, sort of, 
not as... as serious.

00:00:40.607 --> 00:00:42.708
So, I think you really have to
think about that kind of stuff

00:00:42.708 --> 00:00:45.023
when it comes to 
the actual type itself.

00:00:45.023 --> 00:00:47.202
The design mark is... 
um,

00:00:47.202 --> 00:00:51.099
if... if you can get a design mark
that is symbolic or metaphorical,

00:00:51.099 --> 00:00:53.792
that is an immediate read
for what your company does

00:00:53.792 --> 00:00:56.955
and what you stand for,
um, that's really powerful.

00:00:56.955 --> 00:01:01.940
A good logo is a quick 
understanding, a quick glance,

00:01:01.940 --> 00:01:04.585
of what the company 
is about.

00:01:04.585 --> 00:01:07.184
Hum, 
especially...

00:01:07.184 --> 00:01:11.336
I'm a carpenter,
so to have a complicated logo

00:01:11.336 --> 00:01:14.497
if a van is passing you 
in the street

00:01:14.497 --> 00:01:17.565
and you're looking for 
that sort of trade,

00:01:17.565 --> 00:01:19.869
you want to immediately
be able to get to it,

00:01:19.869 --> 00:01:22.532
and something that 
sticks in your head.

00:01:30.118 --> 00:01:34.842
Yes, I'm responsible for it,
because I head up corporate marketing.

00:01:34.842 --> 00:01:38.535
Um, our company 
does not actually have a...

00:01:38.815 --> 00:01:40.881
So when you think 
about a brand,

00:01:40.881 --> 00:01:44.202
there... there are two things that
could come... that come with a brand.

00:01:44.202 --> 00:01:48.699
The actual words
and then the design mark, okay?

00:01:48.699 --> 00:01:50.869
So some companies
have both

00:01:50.869 --> 00:01:53.678
and some companies
don't have a design mark.

00:01:53.678 --> 00:01:56.162
Vantage does not
have a design mark,

00:01:56.162 --> 00:01:58.431
um, but 
we do have a logo

00:01:58.431 --> 00:02:00.780
um, 
and it is very stylized.

00:02:00.780 --> 00:02:04.088
There's a particular font
that is associated with it.

00:02:04.088 --> 00:02:07.405
Um, it is absolutely
trademarked.

00:02:07.405 --> 00:02:11.674
When it is in the logo, 
um, it's all lower case

00:02:11.674 --> 00:02:13.445
and it's a certain color.

00:02:13.445 --> 00:02:14.626
It's grey.

00:02:14.626 --> 00:02:16.671
Yes, we have a logo
which is a crest,

00:02:16.671 --> 00:02:20.968
which is three reindeer,
a shield, three stars, and a...

00:02:20.968 --> 00:02:22.951
No. It's one star. 
(Chuckles) Sorry!

00:02:22.951 --> 00:02:24.635
Interviewer: 
Do you think it's a good logo?

00:02:24.635 --> 00:02:27.300
Um. 
When it's in color, yes.

00:02:35.129 --> 00:02:37.836
Color is... is a very 
powerful thing.

00:02:37.836 --> 00:02:40.020
So red has a connotation,
right?

00:02:40.020 --> 00:02:42.299
Red can be 
very aggressive, um,

00:02:42.299 --> 00:02:47.416
and, um, and blue is very... 
um, it's associated with finance,

00:02:47.416 --> 00:02:50.904
and it's also considered,
sort of, um, safe.

00:02:50.904 --> 00:02:54.660
So... So colors actually have
quite a bit of power,

00:02:54.660 --> 00:02:56.074
and you do want 
to think about that

00:02:56.074 --> 00:02:59.644
when you're looking at 
designing a logo, yeah.