Want To Be My Friend? Corporate Rebranding and the Use of Lowercase

Logos are the face of companies.  It is the first and last impression.   Why are so many new logos going lowercase?  Lowercase is perceived as more welcoming, intimate and inviting whereas uppercase denotes dominance (source: Logo Designs After the Recession).  Companies are going for the friendlier, neighborly, and social look and feel.  Want to … Continue reading