• Lowercase has the advantage of readability–the greater variety of shapes and sizes makes it easier for the brain to identify letters and words. Additionally, on the internet, all caps symbolizes shouting. And who wants to be shouted at by marketers?
    I agree with you’re point about The Mayo Clinic, though. But it’s in a special position because of its unfortunate similarity to a favorite lunchtime condiment.
    The graphics you’ve chosen highlight that. While knowing full well what “mayo” refers to, I can’t help but think of turkey and swiss. Whereas “MAYO” is just the clinic.