When you are working with brand and marketing (of which logos and
corporate identity are a part of), breaking from the norm is very
very powerful. Throw out the old english teacher rule book and make
decisions that empower the brand and match it to your targeted
audience. There are plenty of examples of logos (abc, hewlett
packard, the old anderson consulting, etc) that use lower case.
Opinions vary when converting a lowercase brand to text... you will
find strong arguments for both, and there is not consensus or a
'right' way. You can also extend this to brand positioning statements
and headlines. Most larger companies will have a style guide for
implementation... but the name of this (style) implies it as an
interpretation. Rules are conveniently (and justly) broken when you
are striving to stand out from the crowd. This is not english lit...
Mark
On Feb 8, 2009, at 8:55 AM, SteveJB wrote:
Having capital letters at the start of the words certainly calls more
attention to the words and emphasizes that. I cannot personally
recall a logo with small letters and all the logos I can recall from
memory end up having at least the first letter capitalized.
As Mark stated, company names (and branded products too) are proper
nouns and thereby should always have the first letters of their name
capitalized. As an example: reading the words 'microsoft windows'
just doesn't seem to me as impressive as reading the words
'Microsoft Windows.'
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Posted from the new ixda.org
http://www.ixda.org/discuss?post=38327
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