brands WITH sTrAnGe capitalizaTION

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Author Message Michael Chusid, RA FCSI CCS Senior Member Username: michael_chusid Post Number: 273 Registered: 10-2003 Posted on Thursday, May 11, 2017 - 08:43 pm:    I am writing a guide spec for a manufacturer whose branding guidelines is to put its product names in all lowercase letters. When you encounter this sort of thing, do you use the manufacturer's capitalization scheme or use more conventional capitalization in your specifications? Michael Chusid, RA FCSI CCS www.chusid.com www.buildingproduct.guru 818-219-4937 Dave Metzger Senior Member Username: davemetzger Post Number: 687 Registered: 07-2001 Posted on Thursday, May 11, 2017 - 09:03 pm:    What if ee cummings had been a specifier? Jeffrey Wilson CSI CCS SCIP Senior Member Username: wilsonconsulting Post Number: 212 Registered: 03-2006 Posted on Thursday, May 11, 2017 - 09:16 pm:    I typically capitalize product names so they read clearly in context. In response to Dave's question, I expect ee would have done the same had he been a specifier. From the Wikipedia entry: "Cummings's publishers often echoed the unconventional orthography in his poetry by writing his name in lowercase and without periods, but normal orthography (uppercase and periods) is supported by scholarship and preferred by publishers today. Cummings himself used both the lowercase and capitalized versions, though he most often signed his name with capitals." Jeffrey Wilson CCS CSI SCIP Wilson Consulting Inc Ardmore PA Sheldon Wolfe Senior Member Username: sheldon_wolfe Post Number: 964 Registered: 01-2003 Posted on Friday, May 12, 2017 - 04:01 pm:    I use conventional capitalization regardless of what the manufacturer's marketing department thinks is cool. Related issue: Trademarks. I don't use them. The only people required to use them are the companies who own them, to protect their property.