As with anything else in life, there are rules that govern the creation of logos. Though obviously unstated, each of these rules carries with it very practical value. It's not that you can't break the rules; but in most cases, your logo will suffer as a result.

Here are three rules that deal with functionality and adaptability:

1. Color use should never make or break a logo.

One of the first questions to ask when considering the viability of a logo is this: Does it serve the same function in black, or reversed on a dark background, as it does in color?

In other words, remove the distraction of color and focus only on the form of the logo; its shape. Even in such a stripped-down state, a good logo will retain three things:

• Its basic form
• Its personality or meaning
• Its recognizability

Most companies use their logo in a variety of different applications, so versatility is crucial. Whether on a business card, a web site, a promotional pen, or a company truck, a strong logo will effectively convey the unique identity of the entity it represents, regardless of color use.

Obviously, this does not mean that color is a throwaway element. On the contrary, a well chosen palette is rather similar to the mouthwatering cherry on top of an ice cream sundae. Most of us would eat the sundae anyway, but let's be honest: that single, succulent cherry takes it to a whole new level.

2. Size matters.

Here's a second test that so many logos fail to pass: Is the logo distinguishable in very small sizes? As noted above, logos have many applications, and you can't always give them the full treatment.

To fulfill this second function, a good logo will maintain a simple, readily identifiable shape with enough separation between the pieces to prevent them from merging together when the logo is sized down. You want a defined shape, not a jumbled mess. As an example, check out the logo for Narwold Design below:

3. Simplicity is key.

Simply put (and no pun intended), simplicity in a logo equals adaptability across a wide range of applications. If the designer has done his job and followed Rules One and Two above, then it's safe to assume that Rule Three is taken care of. Let's just say that in the area of logo design, less truly is more.

Take note once again of the Campus Life and Narwold Design logos featured on this page. I'm sure you'll agree with me that in both cases, the simplicity of the shapes lends itself to versatility in their use.