I was wondering if there is a rule for how to design a company name inside a logo when it consists of 2 words without space.

For example if someone named his company as:

RightAway or rightaway or RIGHTAWAY

another example like:

HandsOn or handson or HANDSON

and if there is a difference if the words doesnt make any sense when they are combined like:

PhoneLamp or phonelamp or PHONELAMP.

Thank you

  • Which does the company like?
    – Tetsujin
    Mar 13 at 17:56
  • The company is a programming company abd they liked both cases of (for example) Right<Away> and right<away> and I was wondering if there os something more that I didnt think about.
    – Ben
    Mar 13 at 18:01

There are no rules for logo creation.

Whatever works to convey the brand is the best option. If that brand sees the name of the company as imperative, then camel case (uppercase letters mid-word) may be a good idea.

FedEx, BlackBerry, PayPal, among others choose camel case as well as a tonal variation - i.e. "Fed" in blue, "Ex" in orange - "Pay" in dark blue, "Pal" in light blue.

Basically.. it's whatever works.

However, one should be always take into account how combined words, without any camel case, may be unintentionally read...

  • handson -- HandsOn or HandSon?
  • newshits -- NewsHits or NewShits?
  • teachersexchange -- TeachersExchange or TeacherSexChange?

Camel case helps ensure proper intended reading at times. The purpose of camel case is to visually introduce some separation between the combined words.

Based on the comment under the question.. if there is a separator, such as < in right<away>, then it really doesn't matter. With a separator present, the visual differentiation is already present. So, case becomes largely irrelevant.

  • +1 You've to watch for close matches too, 'TofuKing' doesn't read well, 'Clint' should never be written in all-caps & we all know that 'buy one get one free' actually ended up being pronounced as a new acronym, bog off ;)
    – Tetsujin
    Mar 14 at 12:21

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