For example, a company might use any of:

  • thecompany
  • Thecompany
  • TheCompany
  • THeCompany

.. to refer to themselves. I remember learning at one point that there's a term to describe the stylized representation of a word in this way. I believe the word would be used in one of the following ways:

  • Their preferred __ is TheCompany
  • Marketing listed several options for the ___

It's not any of:

  • trademark
  • branding
  • logo
  • typography
  • camelCase
  • snake_case
  • PascalCase
  • Would it be branding? Jun 8, 2022 at 18:43
  • No, it wasn't branding. It was more specific to the text representation
    – mowwwalker
    Jun 8, 2022 at 18:45
  • You might be looking for logo.
    – Robusto
    Jun 8, 2022 at 18:50
  • 2
    "capitalization" refers to the way you use capital letters in a word.
    – Barmar
    Jun 8, 2022 at 20:01
  • 2
    Is fuglyphication a word yet? :) Or maybe given ᴛʜᴇmatTeraThand™, that’s supposed to be fuGlyphication. Or fuglyphiCation. Or FuglyPhication. We have endLess possibilities here.
    – tchrist
    Jun 8, 2022 at 20:33

2 Answers 2


Wordmark (or word mark): n. A logotype; a standardized graphic representation of the name of a company or product used for purposes of easy identification. It is is often text with unique typographic treatments. Usually the company name is incorporated together with simple graphic treatments, so that the representation of the word essentially becomes a symbol of the company.

Wiki: https://en.wikipedia.org/wiki/Wordmark

Example: enter image description here


Logotype: n. a single piece of type that prints a word or group of separate letters.



There is

CamelCase. The style of writing by concatenating multiple component words, (i.e., writing without any space between them), while capitalizing the first letter of each word, starting with the first or the second word.

So, in the OP examples, this would be only TheCompany.

  • 1
    I think OP is looking for a more generic word. CamelCase as used in computing is one particular convention when writing words together with no spaces, but it's not the only possible convention.
    – Brandin
    Jun 9, 2022 at 13:56
  • 1
    The OP says it is not camelCase.
    – Stucco
    Jun 9, 2022 at 17:02
  • 1
    @Stucco Yes, but the suggestion was CamelCase, not the ruled-out camelCase. Because, see, it's not like camelCase and CamelCase have anything to do with each other. They're completely different things, like apples and Apples. :)
    – tchrist
    Jun 11, 2022 at 3:27

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