Marketing

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 be my friend?  The once behemoth brands are now asking to get to know you on a personal level.  Send me a tweet, add me as your friend on Facebook…

Here are a few redesigned logos, see what you think.

1) ebay

2) Optimum

3) arby’s

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5 thoughts on “Want To Be My Friend? Corporate Rebranding and the Use of Lowercase

  1. Very interesting, the constant and detail-oriented evolution of marketing. Not sure if boldfacing the entire lower case word and ditching the circle makes it any more inviting (optimum.), though.

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