Hey, thank you for your kind words. Yes, some brands require their name to have more visibility and hence go for the wordmark (top image examples) aka logotype. In the case of the bottom image, the brands had a multitude of products on which printing/embossing or branding their whole name wasn't always possible. Hence the icon/logomark. The approach always varies depending on the scale and nature of the brand. Also, the software I use and recommend for branding design is Adobe Illustrator.