What determines how a company name should be written?

Question

Marketing

I guess I'm a little past with tags. The bottom line is, how to understand what is the determining criterion for font size when writing a company name?
For example, the article says "company name" (in lowercase letters), but it says that it is wrong to write the company name in lowercase letters, you need to write "COMPANY NAME" (in capital letters). The argument for uppercase is that the name of the company is written in the company's charter. With the same argument, in the company logo, the first word is lowercase and the second is uppercase; "company name" .
In my opinion, the reference point that determines the spelling (style, size of letters) of the company name is the brand book where the truth should be written. So how come(name of the COMPANY) , in the charter there is another (NAME OF THE COMPANY) , but there is no brand book?

Answer 1

The charter of the company determines how and what is written. Because this is the document that is registered in all kinds of bodies there, and according to which any plagiarism and other disputes will then be determined. You can also focus on other official attributes - a seal, a company registration document.
A brand book is not an official document.

Answer 2

IMHO, the name of the company should be written in the same way as in the founding documents . When developing a logo or brand book, this should also be taken into account.
That is, Horns and Hooves LLC, Horns and Hooves LLC, Horns and Hooves LLC and Roga and Kopyta LLC are different names. You never know what meaning the founder put into writing, perhaps it was important for him, so he wrote that way.

Answer 3

do not forget that when you order an extract from the Unified State Register of Legal Entities, the name of the company will always be written in capital letters, no matter what you write to yourself in the Charter

Answer 4

From the point of view of the tax and other authorities, the official name is what is in the extract from the Unified State Register of Legal Entities. And it's all in capital letters. Moreover, they are little interested in what is written, they are more interested in the TIN.
thus the spelling is simply what is generally accepted among the company itself and its counterparties.
unless, of course, there is a registered trademark or trade name.