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Alaskan's picture
Alaskan (not verified)
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You're correct that lower case is easier to read. It's not really subjective. Several studies have been done on this topic.

Here's [[http://books.google.com/books?id=iJE-UcPqUTcC&pg=PA62&lpg=PA62&dq=typogr...|one explanation]] that's fairly well illustrated.

John Leschinski's picture
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Joined: 15 Jan 2007 - 2:04pm
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That's probably where I got that idea from. Have the book.

Does it matter with a company title though, as it's so short?

Alex Pankratov's picture
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Joined: 24 Nov 2008 - 11:50pm
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What I said above applies to the case of two words used as a word mark. I think the benefits of using lower case for continuous text are quite obvious, I didn't mean to imply the opposite.

Penn Glendinning's picture
Joined: 25 Jul 2008 - 1:09pm
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Avenir title caps

penn