While considering your logo, think about the ways in which you will be using it. Will it be more present online or embossed on thick paper-head? Do you want to be able to use it on a white as well as a coloured background? Does it need to be more efficient on a mobile screen or on a giant billboard? A great logo is versatile and can adapt to all these supports. It absolutely has to be in a format that allows for proper treatment (such as a vector format) and not an image that will pixelize as soon as you try to enlarge it.
If you want an horizontal and a vertical version, a flexible combination mark is probably a good idea (learn more here in our previous post "The elements of a logo")
As any good design agency, when we design a logo, we keep in mind all these parameters, to make sure your logo will be the base you need to build an entire branding and visual identity.
This quality tends to be linked to the simplicity of the logo, as elements such as shading, colour gradients, complex details tend to be an issue when you have to handle small sizes, coloured background, printing, etc…