Brand Identity: The overall image and personality of a brand as perceived by its audience, of which the logo is a crucial component.
Vector Graphics: Images created using mathematical formulas, which allow them to be scaled up or down without losing quality. Logos are typically designed as vector graphics for versatility.
Typography: The style and appearance of the text used in a logo. This includes the choice of font, size, spacing, and arrangement.
Iconography: The use of symbols or icons in a logo to convey meaning or represent an aspect of the brand.
Color Palette: The specific set of colors chosen for a logo, which can convey different emotions and associations.
Monogram: A design consisting of one or more letters, usually the initials of a brand, used as a logo or emblem.
Logomark: The graphic element of a logo, which can be an icon, symbol, or illustration, often used independently of the text.
Logotype (or Wordmark): The text-based part of a logo, which is often customized to create a unique look for the brand's name.