5. Consider how the logo will appear across different platforms. What looks good on paper may not be as effective on digital platforms. Be sure to design your logo for use on everything — from ...

Bill Chandler, vice president of corporate communications, tells Co. that Gap's new logo could be thought of as a jumping-off point for something more permanent. And no, this isn't all a PR stunt.

7. Pay attention to typography Talking about logo ideas and forgetting typography is like half a cooked meal. Choosing the right typography is essential.