If you are getting the logo for your brand designed (or if you are designing it yourself), at some point you'll have to decide if you want to use the Title Case, the lower case or all caps for your logotype.
In most cases, the title case or lower case might seem to be the appropriate choice since that's what you would normally use when you write. Surprisingly, this doesn't have to be the case when you design a logo.
The design of your logo is driven by the sole purpose of crafting a mark that's easy to identify and remember (nothing else matters if you can't check these two boxes!).
So, how do you design something that checks those boxes? You need to consider the following factors while critiquing your design:
Simplicity: Does it convey one single idea? Does it have too many elements?
Balance: Is your icon & text visually balanced? Are the letters in your logotype visually balanced?
Emphasis: Does your design guide eye movement?
Contrast: Do the different elements highlight differences to create visual interest?
Harmony: Does the arrangement of elements look cohesive as a whole?
So, if the title case or lowercase doesn't work well against these factors, you might be better off choosing an ALL CAPS variant for your logo!
And, if you are wondering if any other brands choose this route, here are 20 famous brands that use ALL CAPS in their logotype:
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