Quite often you’ll have occasion to submit your logo to a medium that will group your logo with a myriad others as the images here demonstrate.
It’s a good way to determine just how well your logo stands out in relation to others, including your direct competitors. And two things become painfully evident to those with poorly designed logos.
First, their logos don’t scale well. By that I mean they become illegible when reduced to a small size. A logo should at least be legible even if it doesn’t stand out when made small. A good logo will carry its own weight in this environment as well as when enlarged to fill a 24-sheet billboard.
Second, their logos are out of proportion. An ideal logo will usually be horizontal, but the proportion between horizontal and vertical should be no more than two (horizontal) to one (vertical). This is important particularly in a grouped array as above. Normally the layout designer will treat all logos the same, usually scaling all of them to a predetermined height. The higher the logo is, the smaller it will appear in such a matrix.
Even if you never find your logo presented in this way, placing a newly designed logo over such an array when evaluating the logo’s effectiveness is instructive. If it works in this environment, it’ll probably be effective in any media.