In many cases corporate logos' iterations for real-world use must now follow the lead and meet the requirement first set by their online life.
No longer is it the other way around.
I make a habit of telling my clients that they only have 5 seconds to convey their keynote brand message. And we work very hard to achieve this so that the website communicates its essential truths immediately and with word and visual expression.
These ads were done back in 2000 for Pantone as they were first expanding into fashion and home.