Good logo design must express what a company or other entity is by creating an element that may used:
- in black and white OR color
- on the side of a pen or the side of a building
- immediately recognizable and unique.
Not as easy as it originally seemed, is it? And how many logos fail at least one of those conditions?
These are the first things that come to my mind when designing a logo or working with any other type of branding.