Logotype

5 principles of effective Logo Design...
- Simple
- Memorable
- Timeless
- Versatile
- Appropriate 

Simple
Simplicity makes a logo design easily recognizable, versatile and memorable. Good logos feature something unexpected or unique, without being "overdrawn." - example- Nike . 
Memorable
Following closely on this principle of simplicity is that of memorability. An effective logo design should be memorable. -example- McDonald's logo.
Timeless
An effective logo should be timeless. Will yours stand the test of time? Will it still be effective in 10, 20 or 50 years? Leave trends to the fashion industry. example- Underground logo in London.
Versatile
An effective logo works across a variety of media and applications. For this reason, logos should be designed in vector format, to ensure that they scale to any size. WWF logo (panda bear)

Ask yourself, is your logo still effective if it is printed...
-In one color?
-In reverse color? ( Light logo on dark background?)
-The size of a postage stamp?
-As large as a billboard?

Appropriate 
How you "position" the logo should be appropriate for its intended audience. For example a child-like font and color scheme for a logo for a children's toy store. example- Toys R Us  


Four Color Process vs. Spot Color
= technique for printing with full color. the four colors reproduce all colors of the spectrum when mixed in proper proportion. Also called full color printing. CYMK (cyan, yellow, magenta, black)

Spot Color
= method of specifying and printing colors in which each color is printed with its own ink. Its effective when the printed matter contains only one to three different colors. 

Pantone Matching system = every printer is going to use pantone no matter where your at in the world. Thousands of different colors Using specific shades of colors with using numbers. (PMS)

CHOOSE YOUR COLOR WISELY!!!

Color plays an important role in logo design. Color can illicit different feelings and emotions from the audience.  


Interpretation of color may vary depending on age, gender, and cultural demographics. So color should be carefully considered based on your target audience. 


Colors also tend to follow trends, just like fashion. So a new vibrant company may want to follow current trends, whereas a bank may choose to stay more conservative.


Keep your color palette to two or three. Too many colors will increase your cost of production. 

Combination mark- a logo that utilizes both text and graphics  
example: Starbucks, Domino's, McDonald's, AT&T etc. 


Iconic/Symbolic- icons and symbols are compelling yet uncomplicated images that are emblematic of a particular company or product. Abstract & simple . example: Mickey Mouse Logo, Apple Logo etc .


Logotype/Word mark-  A logotype, commonly known in the design industry as a "word mark" 
logotype-image + text , word mark- just text