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^^ I could not have stated it better myself :) Another issue is that little thing called context (mentioned above, but just to reiterate). There are logos out there that are great in their present context, but use that logo for another company and it might turn out real nasty. The design of a logo should (apart from being visually appealing) connect to the overall profile of the company. Imagine using the graphic profile of Toys'R'Us for a distinguished broker firm, or that of McD for a funeral parlor. Instant context clash! In short; context is one of the things that contradicts the "if it looks good, it looks good"-mentality! If content is king, I'd say that context is queen! [img]http://www.ageheim.com/misc/goldenspine-2-3.gif[/img]
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