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Old Nov 26, 2006, 10:20 AM   #1
dcv
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Proper Case vs lowercase in titles/logos

I'm thinking about fonts and logos for a website I'm supposed to be building for my sister's new company. I don't want to divulge the company name here but just wondering what your thoughts are on the use of proper vs lower case in the logo.

I've seen a few websites using lowercase type. I'm just wondering, is this a conscious decision made by the designer (if so, why? or has this already been dictated by the client?) or is it just part of the general internet/text-speak culture that non- proper case is more 'the norm' these days?

Do you think a logo looks less professional in lowercase?
Does it depend on the industry? (we're talking media/TV here)
Does it depend on the font you use?
(Does it really even matter?)

Having spoken to my sister earlier she suggested that maybe we should go with proper case "as it looks less wanky" (her words, not mine!) but neither of us are designers, so I'm just curious as to what some of you creatives out there think.

Comments, anyone?
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Old Nov 26, 2006, 10:29 AM   #2
spicyapple
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I found this site to be helpful.

http://www.garysimon.net/logotutorial/

Just kidding. Case usage depends on if it is part of logo or not. Web companies that have e's tend to be lowercase, as are i's and a's. This site has some excellent examples. And corporate identity logo trends.
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Old Nov 26, 2006, 10:42 AM   #3
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Hmm. It's hard to say without seeing the name and the look of it. Personally, I prefer all lower case to all caps, but I wouldn't say I preferred lower case over title case or the other way round. And I think there's a place for all caps at times, so wouldn't entirely rule it out. There, that was helpful, wasn't it.

I would say that to me, a lowercase logo seems more friendly and modern, while a title case one seems more proper and traditional. However, the typeface you use might be an interesting twist to that — a traditional typeface in lowercase with some modern colours can look really fresh and modern, say, for example, lowercase Baskerville with some lime green.

I wouldn't say lower case looks less professional, as I would say the choice of the typeface and colours are more important for that. If it's in media or TV, I think lowercase certainly isn't a problem, as perhaps it might be for, say an accountants or something.

Last edited by Lau; Nov 26, 2006 at 10:54 AM.
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Old Nov 26, 2006, 10:53 AM   #4
iMeowbot
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Quote:
Originally Posted by dcv View Post
Comments, anyone?
Gah, it it all so dependent on the kind of image you want to portray.

This is fine:

After all, it's derived from an earlier logo that was very much a product of the era when it first appeared. Back then, simple lowercase said things like "futuristic" but now it's mostly a familiarity thing.

This, on the other hand, would be Evil and Wrong:
Name:  ibm-logo.gif
Views: 6285
Size:  3.8 KB
The big blocky caps they use in real life get across the strong, slightly stodgy, businesslike image that works for them.
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Old Nov 26, 2006, 11:07 AM   #5
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I think one other reason that many websites go with lowercase logos is that if you're giving a URL then it looks odd to have a capital letter in there.

I think it depends on how much business you're doing online and how much offline. If it's online, then I think lowercase is better. Offline where the brand is going to appear more on physical products, then you've got more options.

Incidentally, if you look at the company I work for, you'll see exactly that. Both online and offline use a similar font (the offline is tweaked slightly) but while online is lowercase, the offline has proper capitals.
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Old Nov 26, 2006, 11:10 AM   #6
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Quote:
Originally Posted by iMeowbot View Post
Gah, it it all so dependent on the kind of image you want to portray.

This is fine:

After all, it's derived from an earlier logo that was very much a product of the era when it first appeared. Back then, simple lowercase said things like "futuristic" but now it's mostly a familiarity thing.
I agree that looks fine.


Quote:
Originally Posted by iMeowbot View Post
This, on the other hand, would be Evil and Wrong:
Attachment 62770
That is most certainly both wrong and evil!
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Old Nov 26, 2006, 11:18 AM   #7
dcv
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Thanks for your comments so far

Quote:
Originally Posted by spicyapple View Post
I found this site to be helpful.

http://www.garysimon.net/logotutorial/

Just kidding.
Oh very good

Quote:
Originally Posted by spicyapple View Post
Case usage depends on if it is part of logo or not. Web companies that have e's tend to be lowercase, as are i's and a's. This site has some excellent examples. And corporate identity logo trends.
Thanks for the links. We're not sure about what the overall "logo" should be or whether it's sufficient to have a type-only logo without a separate visual device. It's nice to be reminded that some well-known sites such as flickr have a type-only identity*.
*(sorry this isn't really my field, is there a term for the non-text part of a logo? )

Quote:
Originally Posted by Lau View Post
I wouldn't say lower case looks less professional, as I would say the choice of the typeface and colours are more important for that. If it's in media or TV, I think lowercase certainly isn't a problem, as perhaps it might be for, say an accountants or something.
Yeah I was thinking that too - if it were a more "serious" profession I'd go with proper case but as it's meedyah I was thinking lowercase looks quite funky; however, as I already mentioned she doesn't want it looking too "wanky" and pretentious!

Quote:
Originally Posted by iMeowbot View Post
Gah, it it all so dependent on the kind of image you want to portray.
...
Yes I agree with your examples too.


Am still kinda stuck though! As I said it's a media company so the image should be contemporary and professional but not too-serious/stuffy. The colour scheme we'll most likely be using is magenta/grey/black/white; this was suggested by a friend in advertising and we like that idea.
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Old Nov 26, 2006, 11:54 AM   #8
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In your case, lower case.

That's the direction I'd be going for. Doesn't look wanky in the slightest.
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Old Nov 26, 2006, 12:03 PM   #9
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Okay, thinking of media companies (which is a huuuuuge universe all to itself, but hey).

Lowercase could say calm and casual, or artsy-fartsy, or obsequious, or LOOK AT US PRETENDING TO NOT CALL ATTENTION TO OURSELVES (wink wink)!

Some caps could say HEY LOOK AT ME! (without the complications) or confident, or proud, or a little traditional, or "that's just our name, whatever".

Some of those things might sound negative, but they're all good in the right context.
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Old Nov 26, 2006, 12:03 PM   #10
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Quote:
Originally Posted by Blue Velvet View Post
In your case, lower case.

That's the direction I'd be going for. Doesn't look wanky in the slightest.
Thanks, I appreciate your opinion.
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Old Nov 26, 2006, 01:04 PM   #11
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Quote:
Originally Posted by iMeowbot View Post
Okay, thinking of media companies (which is a huuuuuge universe all to itself, but hey).

Lowercase could say calm and casual, or artsy-fartsy, or obsequious, or LOOK AT US PRETENDING TO NOT CALL ATTENTION TO OURSELVES (wink wink)!

Some caps could say HEY LOOK AT ME! (without the complications) or confident, or proud, or a little traditional, or "that's just our name, whatever".

Some of those things might sound negative, but they're all good in the right context.
best advice ever! lowercase could also say web 2.0 (if you have thin 3D white diagonal stripes going across the letters and a reflection and a gold star sying beta).
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