It was decided that a basic handheld camera would be the main icon for easy recognition and to give it a classic feel. The “paint drops” do the opposite as they give the logo movement and a modern touch. They also represent the companies uniqueness and ability to evolve. The glare on the lens pays homage to the Pittsburgh Steelers logo, which is the owners favorite NFL team. For the wordmark, a modern custom font that lends well to animation was necessary for their videos.