From color choice to font size, your logo says a lot about your company–so choose wisely.

Twitter only paid $15 for its iconic logo. Nike paid $35 for the swoosh. To design the perfect company logo, you don’t have to spend tons of money. You do, however, have to spend time and energy carefully considering what you want your logo to say about you. This infographic shows what some of the world’s most famous logos say about the companies they represent, and why: