Using gradients in creating logo designs had been frowned upon by professional logo designers for quite some time. However if executed properly, gradients can really give a modern and friendly feel to a company logo.

The reason gradients were not used in logos to start with had to do with the cost of printing and the difficulty of implementing designs that had gradient colors in them. But all that has changed. Printing has become cheaper and more accessible. Complex colors and gradients is not an issue these days. And ofcourse the most impact of a logo with a gradient can be seen on the web.

For most modern companies, the web is a very prmoinent part of the marketing infra-structure. Even if they are not selling their services or products online, most companies do have some kind of online presence. Having a high impact, well structured company logo on a website is the starting point of a success online brand campaign.

To make the most impact on a website, a logo needs to be colorful and bright. Gradients will definetly add the “whomp” and make the company look modern. In fact if you see the latest trend of Web 2.0 logos you will understand what I am talking about.

Having said that I would also say that indescriminate use of colors or gradients in a company logo would do more harm than good. Worthless effects made in Photoshop will do your company logo design no good. In fact in my opinion you should not create your company logo in Photoshop at all.