We've already written a bit here about the trend toward lower-case branding and visual identity.
Although I'd like to invite and actually welcome the far more professional wisdom of our trusted visual identity brethren and other learned branding and marketing types, until then, I'm guessing this trend has at least something to do with wanting to position a brand as being friendlier, less stiff and formal, more accessible, kinder, and gentler, etc. Perhaps a visual identity more likely to create a stronger emotional bond and connection between the brand and its consumers?
Please see full publication below for more information.
