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J Turner Research empowers the largest multifamily management companies and owners with resident insights to enhance resident satisfaction, increase closing ratios, improve their online reputation, and optimize resources. Each month, they surveys more than 120,000 residents and prospects and track the online reputation of more than 55,000 properties across the nation with their software, RatingsTracker.

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Bob Phibbs, The Retail Doctor, is known around the world as a top retail sales consultant, motivational speaker, and sales trainer. His video training program, SalesRX, has taught thousands of salespeople worldwide and marketing efforts to expand its reach are just getting started.

  • #web-design
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  • #video-production
  • #lead-generation

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Since 1986, Houston-based XtraLight Manufacturing has designed, developed, and manufactured superior lighting fixtures. XtraLight guaranteed their products with an industry-leading 10-year warranty and competed right alongside household names in the lighting industry.

  • #inbound-marketing
  • #hubspot
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  • #growth-driven-design

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Say goodbye to your old school dental office. With some of the most sophisticated dental technology around, Dynamic Dental is able to deliver beautiful and healthy smiles to all patients, young and old.

  • #website-upgrade
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Effex Management Solutions specializes in staffing and large volume contingent workforce management solutions that transform production efficiency. Their business model is as niche as they come. In fact, their work is so specialized that their target market includes only 150 facilities in the US.

  • # branding
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  • #white-paper
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Exterior Medics is an award-winning residential and commercial exterior home improvement and roofing contractor, serving Greater Washington DC. When it comes to service and execution, Exterior Medics is unmatched, voted Angie's List Superservice Award Winner for 5 consecutive years. They continue to grow faster than their competition and their customers love them. Come see how marketing has helped drive their brand forward to win.

  • #content-marketing
  • #seo
  • #lead-generation

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White Glacier offered the world's first ever non-neoprene cold water immersion suit. They set a new industry standard in maritime safety and needed to secure brand awareness across the globe to secure pre-orders of their innovative suit.

  • #web-design
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  • #pr
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The US Division of Fracht is a huge wing of an even larger global company that delivers highly complex logistical solutions. Whether by air, ocean, or land, Fracht will get your precious cargo there on time and on budget.

  • #branding
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GBH CPAs is a top 25 Houston accounting firm, providing comprehensive audit, tax, advisory, and valuation services. However, GBH isn't your typical accounting firm. Stocked with a diverse team of sharp, dynamic professionals who advise some of the largest companies in town, GBH was built to stand out.

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PHP Systems/Design is the nation's leading expert source for innovative, high-performance rooftop pipe and equipment support systems. Their rooftop supports can be found on roofs across the country including facilities such as schools, hotels, airports, and hospitals.

  • #website-upgrade
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The Value of Retrospectives After Marketing Projects

For all the millions of articles, eBooks, videos, and podcasts explaining marketing best practices, we have to face facts—success comes down to experimentation and continuous improvement. It’s easy to get stuck in silos as we try to make continuous improvements to our strategies. The social media ...

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The Case for Lower Case: A Rebranding Conundrum

Design Content Marketing
October 23, 2017

Ever wondered if having your brand name written in lower case on your logo is appropriate? 

Logo design can come with a few challenges when it comes to creativity. Often, companies are predisposed to certain design and strategy rules that are more on the traditional side. We recently faced this challenge when a client came to us eager to rebrand their business. 

Any marketing team knows there's a a lot more to building your brand name than just colorful scripts and pretty pictures -- it's about building your identity and conveying the right message to the right audience. To do this, clients and designers both need to fully understand who they are and who the target audience is.

Brand Identity Matters

Questionnaires that allow the client to honestly reflect on their identity, creative character and buyer personas help both parties to solidify the client's brand identity.

After asking our client to answer these questionnaires, we developed a logo design that reflects the brand's identity, conveys the right message, is memorable and durable.

Despite this, the client expressed a slight concern -- the logo was in lower case. "You really knocked it out of the park, it is exactly what we are looking for, but... Shouldn't the company name start with a capital letter?" The client went on to question why we did this and who else has lowercase first letters in their brand.

Logos in lower case? What were they thinking?

Amazon, ebay, facebook, flicker, intel, citibank, macy's, bp, vitamin water, and xerox, are brands who switched from first letter capitalization to lower case just to name a few.

There is a trend in this direction. You can find proof from many of the before and after rebrands found on Under Consideration's Brand New Blog. Some notable ones include JCPenny, Sears, Airtel, Coinstar, Nickeldeon, Xfinity and Mapquest, to name a few.

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Logos in lower case exude an approachable and casual vibe, allowing corporations to connect easier with their target market. Despite this increasingly popular trend, there are a number of businesses that do not feel the need to change their logo to fit this trend to channel an approachable persona.

Those of you who are meticulous about writing rules and are cringing at the very thought of this trend, don't worry. There are still a lot of businesses that follow the traditional rules of language and grammar that will definitely keep a smile on a teacher's face. Examples include Lipton, Kool-Aid, Coca-Cola, Google, Spotify and even our good friend, the king of inbound marketing, HubSpot.

Nope, they're not yelling at you. 

Now despite the popularity of this trend, it may not be suitable for every brand. Some companies that need to assert a strong, hefty, or massive presence in the market often go with bolded brand names and/or brand names in fully uppercase logos. Take for instance IKEA, BAND-AID, or BEST BUY; understandably, these brands chose brand logos in all caps. 

The takeaway from this is that behind every logo design is a strategy. It's not about the cool fonts, the nice colors, nor the rules of language and grammar. At the end of the day, it's not a good idea to stick to the staple just because that is what you're used to in your industry. If you want to stand out, you have to break the mold. Make sure that your decision to do so is backed by a solid strategy and built on your brand identity. 

When it comes to capitalization rules, choose what fits your brand identity best. Consumers of today respond to personal touch and character. They are well aware of the choices they have, what they want, and who they want it from. 

Failing to make a connection with your target audience is pretty much brand suicide. Don't shy away from creating pathways towards a closer relationship with your audience.
Logos in lower case exude an approachable and casual vibe, allowing corporations to connect easier with their target market.
When it comes to capitalization rules, choose what fits your brand identity best.
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Design Content Marketing

May 24, 2018 Jon is a visual storyteller. He's the master crafter behind many of the brilliant designs we create for our clients. His creative process starts with strategy and ends with how each element will communicate a message and drive client revenue. See All articles
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