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A logo is a key element in your marketing arsenal. Headlines come and go. Advertising copy changes with each revision. Photographs and illustrations evolve as marketing materials do.

But your logo is a constant. In the ideal world, it is evergreen. It always uses the same colors, typefaces and graphics. It is your visual signature.

There’s a delicate balancing act that you must do with your logo. Yes, it’s a workhorse, expected to be on every communications piece. But you can’t expect your logo to tell the whole story. If you overtax your logo, it can’t be that simple signature that, over time, gets equated with your organization.

Imagine if the Target logo had to not only catch our attention but also had to tell us that the stores sell cosmetics, clothing, bagels and fishing tackle.

All too often, marketing messages get lost because they are packed like sardines with other marketing messages. No place is less forgiving of this sin than a logo. A successful logo captures the essence of a company. Here’s what a good logo must do:

• It should be timeless. It should be flexible, so as the company evolves, the meaning behind the logo can evolve, too.

• It should be a mark that can be interpreted by anyone, almost anywhere. (Which doesn’t mean that everyone has to interpret it the same way.)

• It should send a clear message.

• It should work in all media, in all colors and in black and white.

• Above all else, it should be simple, recognizable and relevant.

How does your company’s logo stack up?

Drew McLellan is Top Dog at McLellan Marketing Group and blogs at www.drewsmarketingminute.com. He can be reached at Drew@MclellanMarketing.com. © 2010 Drew McLellan