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Produce Powerful Presentations (Collection) by Jerry Weissman

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33. A Case for Case I: Initial Caps or All Caps: Text Design in Presentations

An article in the New York Times reported on a trend among major corporations to update their brand logos and noted that several of the companies—among them Wal-Mart, Kraft, Stop & Shop, and Cheer—have done so with “striking similarities.” One of the similarities is the conversion from all-caps to initial caps. The Times article described this shift as follows:

Toned-down type. Bold, block capital letters are out. Their replacements are mostly or entirely lower case, softening the stern voice of corporate authority to something more like an informal chat.

The article then went on to propose two reasons for the shift. First, the influence of email and text messaging ...

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