Logotypes

Logotype: a graphic mark or emblem commonly used by commercial enterprises, organizations, and even individuals to aid and promote instant public recognition.

It is most commonly referred to as a LOGO.

Logographic languages such as Egyptian Hieroglyphics contributed to the contemporary "logo".

The use of logotypes were expanded when they were used in playful children's books, newspapers etc.

Good logos should be:
-simple
-memorable
-timeless
-versatile
-appropriate
-four color process (full color printing)

Spot Color: method of specifying and printing colors in which each color is printed with its own ink. (cost effective when only 1-3 colors in design)

Pantone Matching System: Used when working with spot color. Every printer has these books.

Color can illicit different feelings and emotions.

Combination Marks: combination marks are graphics with both text and a symbol/icon that signifies the brand image that you wish to project for your company and organization.

Ionic/Symbolic: Compelling yet uncomplicated images that are emblematic of a particular company or product.

Wordmark: just using characters.
Lettermark: initials of company name.