Business Result Pre intermediate–Viewpoint 3.1 What colour is your logo

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.