does any one of you have literature/links to article or any knowledge to share on how uppercase and lowercase letters influence our perception of a brand name?
I'd be interested in hearing about how most of you justify doing a brand name completely in lowercase letters or uppercase letters (or mixed, where the first letter is big and the rest small).
My experience so far has been that doing a brand name in uppercase letters often makes it look very serious, solid (like a bank) but at the same time also very bulky and heavy. Writing a brand name completely in lowercase letters, on the other hand, will make the brand seem more inviting and grounded but at the same time maybe not so serious.
What are your thoughts on this?