Companies can feature their logo in all sorts of places – website, business cards, promotional products… The logo has to “work” in each and every location it will adorn. If a company intends to make a lot of promotional products, then the logo you make for them should be easy to reproduce on any medium (pens, mugs, clothing), which sounds easier in theory than it is in practice! Logos intended solely for web use can have gradients and a wide color palette, while embroidery calls for simpler logos, with up to 3 colors.