Practical Sales Training™ > Wordplay > UPPER / lowercase names
What is it?
Lowercase and uppercase names are branding choices where a company, product, or person deliberately presents their name entirely in lowercase or uppercase letters.
Examples include:
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lowercase brands: adidas, intel, flickr
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uppercase brands: IKEA, H&M, LEGO
This design choice is not about grammar. It is about style, tone, and how the name feels when people see it.
How does it work?
Lowercase and uppercase names work because typography changes perception. The way a name looks on the page or screen influences how it is received.
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Lowercase feels casual, approachable, and modern. It creates a sense of friendliness and simplicity.
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Uppercase feels bold, strong, and authoritative. It creates a sense of confidence and impact.
The choice signals brand personality. Lowercase suggests relaxed creativity, while uppercase suggests strength and tradition. Both make a brand stand out by breaking away from standard title-case naming.
How can you use it?
You can use lowercase or uppercase naming as part of your brand identity to create the right impression.
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Startups: Choose lowercase to feel innovative, youthful, and human
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Established brands: Use uppercase to project trust, authority, and global presence
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Creative industries: Lowercase can look minimalist and stylish
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Retail or consumer goods: Uppercase can make the name feel louder and more memorable
Tips for success:
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Make sure the choice matches your brand voice. Do not use uppercase if you want to feel soft and personal
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Apply the style consistently across your logo, website, and materials
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Test how the name looks in different contexts, from business cards to social media feeds
The principle is clear. Names are not just words. The case you choose can completely change how your brand is seen.
