Accessibility 3.0

I got an email today from a client asking if I had heard that there is a trend in marketing to use only lower case in logos. I thought about it for a while — not only about logos but the whole design trend. What we're experiencing is both fact and phase. The fact is that lower case is easier to read than upper case because there is more variation with lower case, which gives each word a distinct shape, WHILE WITH UPPER CASE EVERYTHING IS THE SAME HEIGHT, which makes every word basically the same shape.