Is your logo capable of taking on many formats and mediums?
A great logo can appear on a coffee cup, the home page of a website, print material, window signage, a massive screen at time square, merchandise such as hats, scarves, t-shirts, socks, shoelaces, baby bibs, shoes etc. A great logo has no limitations.
Many companies do not think of this and get in to trouble down the road. As their business grows so do their branded assets. If a company does not have a properly designed logo at the start, they will run into issues when placing their logo on these growing assets. For example, the company logo may look blurry on a website, not readable on a pen or awkward looking on clothing.
Even top brands like Apple, Google, and Starbucks have all had to modernize and change their logos to keep up with the times. This modernization helps to guarantee their logo can evolve with their consumers.