Need Help Applying Gradient to JPEG

I'm trying to modify my companies logo for our new catalog by applying a gradient to it. I've tried to do this in both Illustrator CS4 and Photoshop CS4 and for some reason I can't get the gradient to apply only to the logo. Instead, it applies the gradient to the background. The logo is saved as a JPEG, so I'm not sure if that has anything to do with it. Any advice would be greatly appreciated.

I agree to a point, Bart, but John is absolutely right when he cautions about logos being printed with all sorts of processes. Some companies have an outline form of their logo for black and white (copier and printer) reproduction, but most make do with only one logo that can be reproduced faithfully using virtually any method (Coke).
As a rule, gradients are avoided, but not always. The UPS color logo is a good example of a gradient, or blend, being used successfully. However, on the UPS forms, they use an outline version.
I have no idea what the OP is planning to do with the company's logo. Adding a gradient isn't necessarily always wrong, but it has to be carefully considered. I also wonder if this alteration of the logo is a permanent change, since it's normally considered bad form to tweak a logo if you don't intend to carry the new design forward on all other printed materials.

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