I won't repeat a lot of the other good comments, but will add that in
terms of making sure the word mark is distinctive, the specific
letterforms involved play a big factor. In your example, the all
lowercase "once" may not be very distinctive because none of the
letters have ascenders or descenders, and the characters are all
similar width, whereas these all lowercase wordmarks have distinctive
letters involved: ups, abc, adidas, flickr, facebook, bp, ebay, jamba
juice, at&t.
On Feb 7, 2009, at 5:39 PM, Janna wrote:
I am working on rebranding and a new logo for my company. I have been
considering using all small letters. Today, I had a discussion with a
designer more visual than I, who sad that using caps at the
beginning of
words is more memorable - but many of his examples included drive
by's --
seeing the logo on trucks or billboards.
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