I had just completed a presentation for a corporate Identity.
Client 1: That’s really fantastic, great work! Bravo!
Me: Thank you.
Client 1: I like the way you designed the logo with the two colors. However… I heard that using all capital letters isn’t good for the reader. I want people to be able to read our company name really fast.
Client 2: I don’t think it’s harder to read.
Client 1: Yeah, but I want people to be able to read our company’s logo fast. I don’t want any capital letters in my logo, and I don’t want any capital letters anywhere else.
Client 2: But you can’t take out all the capital letters everywhere.
Client 1: No, just no words in only capitals.
Client 2: I don’t think it makes a difference if we have our company logo in capitals. There are a lot of companies that use capital letters in their logo.
Client 1: Can you name a few companies that only use capital letters?
Client 2: (quickly) IBM, SONY, SHARP, BMW, MTV –
Client 1: But those are famous brand names…
Client 2: That means we can’t use capital letters in our company because we aren’t famous?
Client 1: I don’t like words written in capitals at all. It’s arrogant. I know I’m right and I know people will think this makes us look arrogant.
I ended up doing a pair of upper-case and lower-case proofs for the client to help them decide.