Most common brands include a logotype, typography, colour, pattern and imagery.
From the independent.co.uk
A successful logotype will create a sense of loyalty among the clienteles.
From the en.wikipedia.org
President in 1936, stared at an AP dispatch which carried no logotype.
From the time.com
The design was originally an olive green with matching company logotype all in lower case.
From the en.wikipedia.org
To save time and space 1,400 Associated Press newspapers use a logotype, AP, to label AP stories.
From the time.com
Unnoticed though it is by hurried readers, the little logotype can even by its absence make news.
From the time.com
The hat tries too hard to be an app and has no relationship to the logotype, apart from color.
From the businessweek.com
The lettering used in the National Rail logotype is a modified form of the typeface Sassoon Bold.
From the en.wikipedia.org
The new UI contains round corners and soft colors including small logotype at upper left corner.
From the en.wikipedia.org
More examples
Logo: a company emblem or device
A logo is a graphic mark or emblem commonly used by commercial enterprises, organizations and even individuals to aid and promote instant public recognition. Logos are either purely graphic (symbols/icons) or are composed of the name of the organization (a logotype or wordmark). ...
A symbol or emblem that acts as a trademark or a means of identification of an institution or other entity, usually referred to as a logo; A single type combining two or more letters; a ligature
A personalized type or design symbol for a company or product.
A brand name, publication title, or the like, presented in a special lettering style or typeface and used in the manner of a trademark.
A typographic trademark or symbol, frequently using distorted letterforms. See advice on Logotype design.
The name of a company or product in a special design used as a trademark in advertising.
The corporate name "Acro Media" in specially drawn letterforms. It cannot be set in standard typefaces. Almost always, the logotype is joined with the hand symbol in an approved configuration.
A word mark made up of a specific or stylized typeface. Sometimes used as a logo.