Logotype

5 Principles of Effective Logo Design

• Simplicity - makes the design easily recognizable; isn't "overdrawn"
• Memorable - allow people to know the logo when they see it
• Timeless - remain effective for years to come
• Versatile - works across an array of media and applications; logos should be designed as vector art
• Appropriate - should be appropriate for intended audience

Four Color Process vs. Spot Color

• use spot color for logos
• four color process is a technique for printing with full color
• spot color is a method of specifying and printing color in which each color is printed with its own ink; effective with up to 3 colors
• spot color uses Pantone Matching System (every printer utilizes the same colors)
• color plays an important role in logo design
• interpretation of color may vary depending on age, gender, and cultural demographics
• colors also tend to follow trends

Combination Marks  

• graphics with both text and a symbol/icon that signifies the brand image you wish to project

Iconic/Symbolic 

• Icons and symbols are compelling yet uncomplicated images that are emblematic of a particular company

Wordmark

• It incorporates your company or brand name into a uniquely styled type font treatment