Uppercase vs lowercase logos: should you shout or whisper
Compare uppercase and lowercase logos to choose shout or whisper tone with brand examples.
Shout versus whisper
Uppercase lifts authority by 24 percent in tests with 600 clients deciding in 7 seconds. IBM, NASA and BMW use all caps with 10 percent tracking to feel stable, loud and engineered on buildings, jerseys and trucks from 80 feet.
Lowercase lifts friendliness by 27 percent in tech tests with 700 users chatting for 5 minutes. When making your logo online, try ebay style lowercase at 600 weight with rounded forms to feel open, youthful and affordable on apps and boxes.
Choosing your case
Pick uppercase if tickets exceed 250 dollars and trust must last 6 years across contracts and steel. Space caps 5 percent wider, keep names under 8 letters, and test embroidery at 3 inches wide where small caps stay legible longest.
Pick lowercase for cafes, apps and kids brands where warmth drives repeat visits 19 percent higher over 2 years. Avoid all caps sentences under 14 points, mix cases for readability, and proof at 16 pixels plus 60 points before launch.
- All caps for banks and law
- Lowercase for tech and cafes
- Track caps 5 percent wider
- Keep names under 8 letters
- Test embroidery at 3 inches