Title Case vs Sentence Case: Which Capitalization Should a Logo Use?

The short answer

Neither style is correct by default. In a logo, capitalization is a design decision, not a grammar rule. Title case capitalizes each major word, as in "Blue Harbor Coffee." It gives every word its own starting point and tends to read as formal and established. Sentence case capitalizes only the first word and any proper nouns, as in "Blue harbor coffee." It reads as one continuous phrase and tends to feel conversational. Choose the style that matches how the name should be spoken and perceived. Then apply it consistently in the master vector artwork and every exported file.

What each style means in a wordmark

Both terms come from editorial writing, where they govern headlines and titles. Applied to a logo, they describe how the letterforms in the name or tagline are cased. Title case is common for multi-word company names, where each word is a distinct part of the name. Sentence case is common for brands that want a softer, more approachable voice, or whose name works like a short phrase. All caps and all lowercase are separate options with their own effects. They fall outside this comparison, but they are often weighed alongside it.

Aspect | Title case | Sentence case

Capitalized letters | First letter of each major word | First word and proper nouns only

Typical impression | Formal, structured, name-like | Relaxed, conversational, phrase-like

Word separation | Each capital marks a new word | Relies on spacing alone

Risk | Can look busy with many short words | Later words can read as generic terms rather than part of the name

How to decide for a specific logo

• Count the words: one-word names show little or no difference between the two styles, while names of three or more words show the contrast clearly.
• Check for proper nouns: a place or personal name inside the brand name stays capitalized in either style, which can make sentence case look closer to title case.
• Match the brand voice: if the rest of the communication is informal, sentence case usually fits it better; if the name needs to read as an institution or formal entity, title case usually does.
• Look at the silhouette: capitals are taller than most lowercase letters, so each added capital changes the outline of the wordmark and how it sits in a lockup with a symbol.
• Test at small sizes: view both versions at favicon, social avatar and print-label scale to see which stays legible and distinct.
• Keep it consistent: once chosen, the logo's case does not have to match headline style elsewhere, but the brand guidelines should record it so the logo is never retyped in another case.

What changing case means for vector artwork

How easy a case change is depends on how the wordmark is built in the source file. If the lettering is still live, editable text, retyping is simple. The original font must be installed and licensed for that use, or the software will substitute a different typeface. If the lettering has been converted to outlines, the letters are vector paths. Changing case then means replacing or redrawing glyphs and readjusting kerning by hand. Custom-drawn lettering may have no matching uppercase or lowercase forms at all, and the missing letters would need to be designed.

Do not assume a file contains editable vector paths from its name or extension alone. Formats such as SVG, EPS, AI and PDF can contain true vector shapes, but they can also wrap an embedded raster image or hold only a raster preview. Open the file and inspect its layers or paths before planning any edit to the lettering.

Permissions and delivery

Being able to download a logo file does not give permission to modify it. Recasing someone else's wordmark alters a trademark, and the font inside the artwork may carry its own license terms. When the logo is your own, deliver the approved case as the primary version. If alternate-case versions are produced for specific uses, export them as separate, clearly labeled files rather than leaving the choice to whoever receives the package.

Gaps in the available evidence

No specific brand, logo file or measured data was supplied for this comparison. The guidance above rests on general typographic and file-handling principles, not on readability studies or recognition testing. Decisions for a particular logo should be checked against that brand's own guidelines and tested with the real artwork.