logotype

1. simple

Simplicity makes a logo design easily recognizable, versatile and memorable. Good logos feature something unexpected or unique, without being "overdrawn".

2. Memorable

Following closely on this principle of simplicity is that of memorability. An effective logo.

3.timeless

An effective logo should be timeless. will yours stand the test of time? will it be effectine in 10, 20, 50yrs?

4.versatile

5 appropiate

Four color process.
CMYK
Spot color
PAntone matching system
color tends to folow trends
to many colors can be chaotic

Iconic/Structure- compelling yet uncompleted image. less direct and doesnt use txt.
Logotype/wordmark- just utilizes companys name or initial.