It has to stand on its own as well as fit into a frame. Consider the possibility of relief or free-standing sculpture. Logos are protected by law. A new design must be original and may not create associations with already existing ones. The simpler the design, the harder to avoid this problem.
Logos are subject to fashion.
The taste of the public changes in the field of graphic art almost as quickly as when it comes to hem lengths. Since the logo is an essential element of all graphic design pertaining to a product, it should be changed only if absolutely necessary, and then only gradually, especially if old and established products are concerned. Some logos are developed from the name of a product or a company. Again, the design must be easy to remember. To ensure that the word can be read easily, the letterforms must never be modified beyond their basic characteristics.