logotype

logotype: A graphic mark or emblem commonly used by commercial enterprises, organizations, and even individuals to aid and promote instant public recognition; commonly referred to as a logo


5 principles of logo design:
-simple:makes a logo easily recognizable

-memorable: should be memorable by making it simple

-timeless: will it be effective in 10,20, years?

-versatile: needs to look good in all types of media

-appropriate: must be appropriate for your intended audience

 4 color process vs spot color
4 color process: techniique for printing in full color. can make any color with these 4 colors (CMYK)

spot color: method of specifying and printing colors in which each color is printed with its own ink; spot color printing is effective when the printed matter contains only one to three different colors, but it becomes prohibitively expensive for more colors.  Pantone Matching System use only 5 colors and every printer in the world has access to these colors (Pantone 1925 C, Pantone 205 C, Pantone 111 C, Pantone 3262 C, Pantone 336 C)


 combination mark- graphics with both text and a symbol

iconic - compelling yet uncompleted images. less direct, and doesn't use text


wordmark/lettermark- just utelizes the company name or initials