When it comes to logo design, uppercase letters are effective. It’s crucial to remember, though, that they don’t always work. It all depends on the message the designer is attempting to convey. Upper case letters are generally connected with something more powerful and bold than lower case letters. Therefore, logo design UK use of a combination of uppercase and lowercase letters is common in brand names. Like Amazon or eBay, others flout convention by using all lowercase letters, whereas IKEA uses all uppercase letters. A decade ago, all-caps was the standard in logo design, but the trend has fully reversed, and lowercase is now the favored case for logos.