B-Rich

Old school --lower case, non-caps in branding

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A while back on this board, I noticed an old 1970s nameplate for the San Diego Padres, and what struck me for the first time was that the name plate (same as was on the jersey back in the day) was actually in ALL lowercase letters:

 

5d6cd7b5f8ece1b9feec52cf57e2b4bc.gif 

 

This goes against standard English language procedure for teams, and even standard sports team logoing, which is (traditionally and today) either "caps as first letter"  OR "all caps". 

 

When I became to think about it, I noticed that this was a bit of trend for sports teams in the  60s/70s, much like teal/aqua/ turquoise/jade was a color trend for teams in the late 80s/90s. Like that color trend, I think this lower case trend was a refection of things outside of sports design... teal really came into its own as a  color at that time in terms of clothing, CARS, even things as simple as patterns on paper cups and such.  I can remember back in the 60s/70s, in advertising and display and marketing, the "lower case" deal was a very real "hip" thing as well.

 

When I really started looking into it, though, it amazed me how many examples of this trend I could find from that era:

logo_bullets77-78.gif EXPOS_LOGO.png s-l400.jpg

 

858736dfedeeab4721d0e27b66daf0ab.gif  Wheels%2074%20Helmet%20x.jpg  hwl?set=sku%5B20967200%5D,c%5B2%5D,w%5B4

 

10cef83b97279811cade98b519aaa70b--angel-   DenverDynamos.png  philadelphia_phillies_1970-1975.png

 

 

Probably the last "new" example of this I could find chronologically was the USFL Chicago Blitz, which played from 1983-84:

 

Chicago_Blitz_helmet_1984.png

 

 

Any other examples anyone can think of, or any thoughts? 

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The Denver Bears had a lower case "db" hat logo and lowercase "bears" on their jerseys in the early '80's.

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Washington Capitals:

284.png

 

They still using lower case instead of -what an ironic- capital letters.

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This thread reminds me - the mothership's WFL Detroit Wheels logo needs some major fixes. It's in navy and orange with the wheel off-center.

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I wonder, do the Suns fit in this category? It certainly has the look of those kinds of wordmarks, although 1) only applying to “suns” and not the city name, and 2) I’ve never been quite sure if the “s”s were intended to be read as uppercase or lowercase: 

 

487_phoenix-suns-secondary-1969.gif

 

 

5328.gif

 

In any case, I honestly have always liked the look of all-lowercase wordmarks. There’s just a certain “coolness” to it. Great thread idea!

 

 

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38 minutes ago, Gothamite said:

You forgot my favorite. 

 

69591_01.jpgs-l1600.jpg

Good call. 

 

First appeared in 1961; probably the first instance of the lower-case deal.... interesting in that it went away in 1975 only to came back in 2000....

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That one is like the Giants, deliberately referencing an old style.  Lower-case was popular in the 60s and 70s, and that Hustle logo is definitely evocative of the period. 

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The Seattle Mariners wordmarks from 1977-80 and 1981-86 can be considered an all-lower case logo.

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2 hours ago, FinsUp1214 said:

I wonder, do the Suns fit in this category? It certainly has the look of those kinds of wordmarks, although 1) only applying to “suns” and not the city name, and 2) I’ve never been quite sure if the “s”s were intended to be read as uppercase or lowercase: 

 

487_phoenix-suns-secondary-1969.gif

 

 

5328.gif

 

In any case, I honestly have always liked the look of all-lowercase wordmarks. There’s just a certain “coolness” to it. Great thread idea!

 

 

 

Suns only went with “lower case” so that the word would look the same upside down. Cool feature. 

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1 hour ago, andrewharrington said:

I would say the Brewers’ Ball-in-Glove logo fits this criteria.

True, but it only works in lowercase.. The concept would be impossible with caps 

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I almost forgot about the Alouettes!

 

1496.gif

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Good call on the ABA, except for one.

 

1 hour ago, Discogod said:

5990.gif

 

I don't think this one qualifies.  The "N" is clearly upper case, even if that particular font uses a lower case-ish style.  

If the initial letters were the same size as the rest, then maybe it would fit.

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I never thought of the Phillies "P" as lower-case, but clearly in the wordmark, it is. 

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