• 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.

Logo

• Must be scalable and reduce and enlarge well. Reducing a logo is usually more challenging than enlarging it.
• Must look good at 1 inch high in print and 100px high on screen.
• Must render well on various surfaces and in various mediums.
• Is most flexible and adaptable when the height and width are nearly equal.

Symbol

• Must fully express the essence of the owner.
• Must never conflict with the owner?s desired reputation.
• Must feel good in your gut.?

Word Mark

• Must be readable when 1 inch high in print and 100px high on screen.
• Style must never conflict with the owner?s desired reputation.
• Must feel good in your gut.?