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In the past most of us have created a black and white logo and color logo. Some may have even created more. Should we now create a web logo with it? Google's special logos have really made question whether a regular ready for print logo is good enough for the Internet.
I have seen sites with a short animation in their logo that was really well done. It was quick and drew my eye to the sites branding and then ended to let me find what I wanted. I have also seen out of gamut colors used that really made the brand sticky.
What is the future? Print is a necessity for at least a couple of decades if not more. Should we still adhere to print rules?
I'd answer "yes" to your question - develop specific logo versions that retain branding across various media, but take advantage of the unique possibilities that each one offers.
Many traditional off-line business require specific Pantone colors for their logos, even when they are displayed on the web. IMO, they're missing the boat. You can't get that kind of color control across various platforms and monitors at any rate!
I'll do one color and one black & white logo at high resolution for print, and 1 large & 1 small color version at 72ppi for web. Often a client likes to see a larger logo on their front page, with the smaller version on the 'inside' pages of the site.
A logo designed for print can always be used online, while a spinning flash doohickey cannot be put on a business card. If anything, the "official" logo should be executed by print standards, and any web extras can be approached as variations on a theme.
I see it along the lines of Absolut's print ads: They designed a clean, simple type logo, and a clean, simple bottle shape... and all their catchy print ads are wild variations on that central, highly recognizable, theme.