🚀 go-pugleaf

Richard,

And I've been doing this professionally since 1965. 

      generally speaking if it works small it will work large. Not so the other
      way around.




That's what I said. But the key word is "generally". It's like saying you only have to worry about a snake being poisonous if it is a rattlesnake. Many times we've had to modify the appearance of a logo to optimize it for specific sizes or media. One size does not fit all.

I suspect that Ian is relatively new to this, but I still don't want to mislead him. So, if there will never be anything beyond a business card and other office stationery, then your advice makes sense. But, if there is going to be collateral, newspaper or yellow pages advertising, signage, pens or leave-behinds, a proper due diligence would include exploring how a mark (whether pure logotype, symbol, or combination) works in all these environments.

And granted, much of what passes for "design" work today is clueless. Computers just make it easier to make mistaeks. (sic) 

      When I get an intern in I give them these criteria when designing a logo:




That's fine -- as long as there is a realization that it may not be an appropriate design in other sizes or media.

Neil