Lower case is so hot right now, dahrlings. i love it. It’s
so … alphabet.
Whether it’s CARNIVAL CORP’S fathom or AIR CANADA’s rouge,
today’s branding is all about what your letters say about you. We are
meant to ask ourselves: 'who are you in your lower case littleness, you wacky
small letterer, you?'
Personally, I think a small letter at the beginning of a
brand’s name says: “Look at me. i am humble. I don’t flaunt my Upper
Case.” Let’s face it, Pumpkins, upper/lower and italic fonts are so
What a lost opportunity it was when WestJet named their
regional Encore. Think of the PR strides in ‘encore’. You see it, don’t you?
And so versatile. Brands can take a letter out of Apple’s
repertoire and mix & match cases – like iPad. So you’d have rOuge. Nice. Or
eNcore. Which clearly says ‘I am small letter cool, but I have a really big
Oh! Oh! I know! iVanna. Huh? Eh? Do you love it? It just
screams I have a large V.