Gradients vs Flat color in logos

When we look at logos, we see many different ways of using color. Some include just few flat colors, other have gradients to achieve a specific effect. But first, let's define what is what? 
A gradient is a transition from one color to another (or a different shade, light/dark). The flat color is has no shades, its just one color. 
 

 

So, how shell we use the colors in a logo? Some designers say that a true, timeless logo have to be in flat colors. In fact 2, at most 3 colors. There are many pro's for this, as flat color logos need much more creativity to deliver a message, which makes them well thought and very creative.  Perhaps the best test is to see first how the logo looks just in black and white. Colors make the message of the logo stronger for sure. They also help logos without much creativity and can make a very simple design look cool just because its done in bright color or its placed over a bright background. This is why the really great designs stand out and look good even if reproduced in black and white. 
Another very strong advantage of the flat color logos is their use in different medias. At the logo design stage, often the clients may neglect how big the business may grow and the fact that the logo will also appear on clothing embroidery or product embossing. For such 'special' use the logo has to be without too much small details and in flat colors.
 
All this leads to the conclusion that the good logo has to be catchy and smart as design, but simple and clean in terms of colors and details. Of course history of big brands shows that there are many big companies that use gradients and other shine effects on their logo. The general design often reflects the current trends. LogoQuicker always listens to what clients desire and with our experience we try to lead the process so final logo is not so much affected but the trends of the moment, but can be used for long time ahead on all possible media.