Are Uppercase Logos the Right Choice for You?

By Zara
6 min read
May 17, 2022

Uppercase logos are a great way to make a statement with your brand name — provided that’s what you’re going for. A good uppercase logo is bold, memorable, and of course, professional.

While many brands choose title case for their logos, those that opt for a logo featuring all uppercase or all lowercase letters tend to stand out among the rest. Furthermore, those with all uppercase logos often have the benefit of being taken more seriously by consumers.

Is an uppercase logo the right choice for your brand? It depends on the message you want to convey to the general public.

Pros and cons of an uppercase logo:

  • Pro: Research has shown that uppercase logos do tend to instill trust in customers and be perceived as stronger and more authoritative.
  • Con: On the other hand, this same research also shows that uppercase lettering can be construed as less friendly, likely because uppercase letters are interpreted as…well…YELLING.

It can also be more difficult to scale uppercase lettering down to a smaller size, making it hard to put your brand logo on smaller products, business cards, and other literature.

It’s important to nail down your brand identity before making a final decision. If strong and serious is how you want consumers to perceive your brand, then uppercase is definitely the right choice!

However, an uppercase logo might not be the way to go if you’re hoping that your brand will be thought of as friendly and unintimidating.

Famous uppercase logos

There are plenty of well-known brands out there that have used uppercase logos to get their names out there. These brands have logos that are instantly recognizable to nearly everybody and in most cases, are considered leaders of their industries.


Fashion giant Zara’s logo is as minimalist as it gets. The logo features the brand name in black uppercase letters set against a while background, representing the elegance and style the brand is known for.

Zara uppercase logo


Chanel has maintained the same logo since 1925. This French luxury brand’s logo is instantly recognizable, featuring two interlocking C’s and the name Chanel in bold black letters centered beneath it.

As with Zara, this classic logo is a nod to the luxury and elegance that Chanel has always been known for.

chanel uppercase logo


Sony’s logo features the brand’s name in slightly spaced out, large black letters. Over the years, the font and its boldness have changed but since 1957, the style of this logo has remained the same.

sony uppercase logo

This logo is indicative of the brand’s quality and authority when it comes to electronics.


Another brand in the electronics space, Samsung adopted its current logo in 2005, which features uppercase blue block letters set against a white background.

samsung uppercase logo

The brand has been dedicated to conveying seriousness and boldness with an uppercase logo since the late 1930s.


Swedish furniture brand Ikea has maintained an uppercase logo since the mid-1950s. In 1983, the brand adjusted its logo colors to match that of the Swedish flag.

ikea uppercase logo

Fenty Beauty

Fenty Beauty, Rihanna’s cosmetics brand, has featured a classic uppercase logo since its inception in 2017. The brand’s logo features clean, bold lettering, indicating its sense of style and luxury.

fenty beauty uppercase logo

Old Navy

Fashion retailer Old Navy opened its doors in 1994 and has used uppercase letters to attract consumers ever since. The brand is a subsidiary of Gap, which has used uppercase logos since 1986.

old navy uppercase logo

Logos that have moved from lowercase to uppercase

Several brands have made major changes to their logos to incorporate title case lettering. These changes have had positive effects on the brand personas of these companies.


In 1991, Nordstrom transitioned from an all-lowercase logo to an all-uppercase logo.

nordstrom rebrand

This change helped the brand stay relevant and appeal to the caliber of customers it hoped to attract to its stores, which cater primarily to those with an interest in high fashion and current trends.

Sheraton Hotels

In 2019, Sheraton Hotels cleaned up its logo by opting for a grey font over the bold black it had used since 1937.

sheraton logo redesign

It also transitioned from title case to an all-uppercase logo, helping to align the brand with others that are synonymous with luxury, including Fendi, Bvlgari, Piaget, and LVMH (Louis Vuitton Moet Hennessy).

Uppercase, lowercase, or somewhere in-between?

Finding the logo that suits your brand best is about determining the lettering and style that conveys your message and brand persona to consumers best. Select an uppercase logo to invoke trust and intrigue in consumers but if your brand is friendlier or more casual, you might want to reconsider the benefits of a lowercase or title case logo.

Explore your options and play with fonts using My Free Logo Maker. Our design tools make it easy to create a logo that uses icons, colors, and fonts that represent your brand best. Make your free logo design today.

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