In traditional media, companies try to express their brand values and aspirations in their logo and typeface, often producing complex, literal interpretations.

On the web, elaborate logos rarely work and invariably hog far too much screen real estate. Simple and concise logos offer a more flexible solution, easily scaled for different uses, like banners and small graphic links.

Let the content and functionality of the website articulate your values and aspirations, not a thumping great logo or tacked-on straplines and slogans.

Colour: Although it's tempting for companies to try and foist their corporate colours on to a website, colour schemes should first and foremost make for good readability and accessibility (See: Accessibility issues)