Have you noticed whether the letters used in logos are uppercase or lowercase? When it comes to brands, even a simple choice turns out to be a strategy that has been thought about for days.
If you are a little curious about brands, you can see what has happened in the logos of big brands over time. change you have observed.
Especially in recent times, most of the big brands have switched from uppercase letter logos to lowercase letter logos. “But why?” If you ask, what does uppercase or lowercase letters mean for brands? How do they choose this? let’s see.
Capital letters create an “authoritarian” perception, while lowercase letters create a “warm and friendly” perception.
Yes, let’s look at the two logos above. Arçelik used to use the uppercase logo on the left, and later on the logo on the right. It had switched to the lowercase logo.
written in capital letters authority His image immediately catches the eye. In case of lowercase logo, it is more friendly and warm There is an image.
In other words, brands use this perception created by the letters as an indication of what kind of image the brand wants to follow. as a strategy is being used.
Of course, there is also the issue of functionality. Lowercase letters are easier to read.
When our brain reads capital letters, it takes more time than it does when reading lowercase letters. more effort spends.
For this reason, to gain a place in our minds racing with seconds It is very important for brands that their logos are perceived in the fastest and easiest way.
One of the reasons why brands prefer lowercase letters is “I serve you.” create the perception.
Other brands above Even though they prefer capital letters first Then you see they start using lowercase letters in their logos.
The reason why brands switch from uppercase to lowercase logos is actually a customer focused approach adoption.
In past periods “sales oriented” Due to the prevailing understanding, companies and brands find themselves above consumers because there were not as many brands and the competitive conditions were not as severe as they are now.
There were few brands and many consumers who were not yet aware of their power. Therefore, consumers do not buy brands, but brands were choosing consumers. For this reason, they preferred logos with capital letters to reflect their authority.
Nowadays, due to increasing competition conditions Consumers have come to choose brands. For this reason, brands had to abandon their authority figure image by adopting a customer-oriented approach.
In summary, as we said before, when it comes to brands, even a simple matter of uppercase and lowercase letters It doesn’t happen by chance.