A logo has to work beyond the presentation.
What we look for when an identity moves into real applications.
Test it in use.
We want to see a logo on a business card, in a website header and on a proposal. Those applications expose problems a presentation slide can hide: proportions, spacing, contrast and details that disappear at small sizes.
Start with the business.
Before choosing a typeface or colour, we need to understand the business. What does it do? Who is it for? What should people recognise about it? The answers give us something to judge the visual choices against.
Check the applications.
Test the logo small. Check the text hierarchy. Use the palette on actual backgrounds. Put the image direction into a page. An identity needs to survive these applications, not just look convincing on its own.
Keep the connection visible.
A brochure and a website don't need identical layouts. They need related choices in typography, colour and imagery. Those connections help people recognise the business as the format changes.