149: Thou shall create logos your client can use anywhere

Commentary A well-crafted logo is something that is built to last. It is crafted so that it can be applied to every application imaginable for the business it represents. Don’t produce something that your client won’t be able to use anywhere other than on their website. Logo designs that incorporate bitmaps are restrictive as they do not allow for unlimited scaling. While this excludes a feathered drop shadow from the discussion, I think we can all agree that is for the better. (Flip through the portfolios of the logo masters and let me know when you come across a drop shadow.) The reason that you need to try to avoid bitmapped logos at the onset is that even if you think the client may never need it, a wise branding exercise will be prepared for an....JF