Logos Look at Logos Logos are sensitive creatures.
They have to be distinctive and different from others of their kind. They must function and retain their visual balance when used very large or very small. They must be reproducible in a variety of medium from one color print jobs, without screens or shading, to four color commercial printings and into the Web. On top of this, the average company keeps their logo, without changes,for at about five years, so current styles and trends must be kept in mind. Logos should not be too trendy, nor too dated, unless those approaches particularly suit the company they represent.