Many new companies spring up on line every day. The idea of creating and running a low-overhead "web-only" business is very attractive to many. Whatever your situation, getting your brand right is paramount. The cliché of your website being your shop window becomes increasingly true as online competition increases.
Having decided to develop your online brand you must develop something that will work in all channels, on and offline. In one of life's great ironies, many of the traditional online-only businesses are now having to switch large proportions of their marketing spend offline to stay ahead of their online competition. All of this must be understood by the creatives developing your brand look.
The London 2012 Olympics logo came in for unprecedented criticism and thus any voices trying to point out that it also works terribly online would be drowned out. You can play spot the logo by clicking here.