Over the years the do's and don'ts of logo design have changed slightly, but the fundamental concepts remain. A logo still needs to be simple, memorable, timeless and translate across all types of media. Gradients and transparencies in logos used to be signs of a sub par designer who did not understand scalability or multimedia presentation. Today gradients and transparencies are often acceptable and growing more and more common in professional logo design. Advancements in technology now allow transparencies and gradients to be scaled and reproduced on almost every form of media. Even building signs can now include transparencies.