CamelCase isn’t just a convention common to virtual spaces like wikis. It’s often used for both brands and domains in real world use cases like print publications. Some of the earliest design use of CamelCase was from 1950s brands like CinemaScope and VistaVision. But the practice really took off after the advent of personal computing and the use of CamelCase as a multi-word identifier in programming.
Exactly how it caught on among those marketing things not built of code is something of a mystery, but why it did isn’t. CamelCase changes the basic visual shape of words, making your brain slow down a bit and really read them. Thus, it lends distinctiveness and clarity, especially to domain names that are presented compactly by necessity.
For CamelCase enthusiasts (you didn’t know they existed, did you?), seeing companies and designers using it is a great validation of the simple, visual power of it. So to jump-start your brain and get you looking for CamelCase everywhere in your reading, here’s a few brands using CamelCase in their advertising, selected at random.
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