Letter Choice: The UX of Uppercase and Lowercase

Aaron Cecchini-Butler
4 min readJan 2, 2019

Recently Target made a huge decision.

And I’m not talking about their admirable stance on transgender bathroom use.

They decided to change all of the letters in TARGET to lowercase.

Notice the lowercase consistency in the “we’re hiring!”

In the picture above, you can see the lowercase version as well as the original lowercase version on the storefront windows.

Aaron Cecchini-Butler

Senior Systems Designer at Grubhub working on Cookbook (our design system) — as well as contributing to product design work.