Referring to a company whose name is in lowercase

[GeorgeDickson]

Hey everyone,

I'm hoping someone might be able to shed some light on this:

I'm writing an article about a company whose name is spelled in all lowercase. On the company's official website the name is in lowercase, but several other references to the company are capitalized in standard format (including those on my customer's page).

Would it make more sense to follow convention, or to follow the company's lead? I don't want my customer (or Ed) to think I simply forgot to capitalize the name. Any suggestions?

Thanks

[Ed]

It makes sense to capitalize the first letter of the name unless more deviant capitalization is preferred (iPhone, eBay). One author mentioned that "adidas" is spelled with a lowercase letter, but following this standard in writing just makes the author appear remiss and doesn't draw the proper amount of attention to the proper noun.

Thanks,
Ed

[GeorgeDickson]

Thank you Ed! Your forum posts have helped me more times than I can count.

George

[Ed]

My pleasure.

[misstamla]

Does anyone else get annoyed by companies who have their company name in lowercase? I don't understand why they don't want the name to stand out. I am glad that Ed has said we should follow tradition and capitalise the names; it just makes more sense!

Kathy

[philton]

I don't get annoyed, ive worked for many large blue chip and entertainment companies and their conventional wisdom is that lower case company names are actually easier to remember,plus it's seen as cool

[misstamla]

Hi Philton

Thanks for your post. At least I now know why they do it! Obviously, I'm just not cool enough!