Word Marks: What About Case Format?

Here are some observations from showing various logos to people.

• All lower case is a way of energetically trying to be small or even hide. This does not say, “I am available and important for you to notice.” It says, “I’m little. I?m coy. I?m childlike.”
• All upper case is visual shouting and significantly harder to read.
• Normal capitalization is easiest to read and therefore easiest to recognize.
• If you must use all caps or all lower case, have a really good reason for it and be sure that spacing and size is done in a way to enhance readability.