A great logo tells a story in the simplest possible way. It’s distinctive and immediately recognizable. Versatility is important, too. The logo may be embroidered in a single color or displayed on a vibrant, high-res monitor; either way, it needs to look good.
But a logo isn’t a brand. A full brand guide lays out colors, fonts, graphics, language, and usage guidelines. Done properly, the brand identity will ooze out of the logo and into the website, business cards, PowerPoint presentations, and everything else the company touches.