New companies benefit from strong logos but even successful companies with established logos may need to revisit their designs. The Shell logo, for example, has evolved over time to stay fresh and reflect changes in design aesthetics.
Well-designed logos, whether primarily for printed publications or used in web design, should provide flexibility for all the different types of media used today and should be clear and reproduce well whether on a letterhead or a 10-foot banner.
Ideally, logos must be clear and easy to recognize, print well in colour and in shades of gray, offer lasting value, and scale well (i.e. look the same large or small, in print and on the web).
If the logo design accommodates these demands, your logo will serve you well and will be a cornerstone in your business.