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The purpose of this study was to determine whether letter case in a brand name had an influence on consumers. More specifically, on their purchase intention, brand attitude and brand personality. In recent years, some companies switched from an uppercase wordmark design to a lowercase wordmark design. Concerning the topic of letter case in wordmark design for brand names, there is very little research. The findings of these studies all suggest that letter case has an effect on consumer perceptions. This study made use of an experimental design in which the letter case condition was manipulated. The findings of our research suggest that there is no significant effect of letter case on brand personality, brand attitude and purchase intention, neither is there a mediating role of brand personality on purchase intention and/or brand attitude. Thus, our findings contrast the findings of previous studies.