Typography to Shout About




From our senior creative: Sam Bartle
A recent study conducted by Manuel Perea, published in the British Journal of Psychology has revealed that we can identify shops and brands more easily if they use capital letters.
Within branding different cases are used for different reasons, one of the most obvious is to use capital letters to shout a message, such as on the front of newspapers in order to get your attention. So do you feel you’re being shouted at by Nike, Burberry or Sony? The trend for softening the brand image to appear friendlier, kinder, gentler, more approachable has also led to rebrands with lowercase rather than uppercase letters such as BP and AOL. So how much difference does it really make?
Thinking about brands and what they mean to us may give us a clue as to whether they use upper and lower case type but can we really decipher brands that easily? From memory which combination of upper and lower case letters do you think the following use in their logos?
  • Lego
  • Youtube
  • Kodak
  • Apple
  • Boots
  • Waitrose
  • Weetabix
  • Phillips
  • Gilette
  • Bentley
  • Jaguar
  • Converse
  • Adidas
  • Mars
  • Xerox
  • Amazon
  • Nestle
  • Toys R Us
  • Sky
  • Levis
Let us know how you get on.