I had a client who owned an insurance firm and she asked me to create a logo for her.
Client: I want all three words of my company name in uppercase serif fonts – except for the first letter of each word, which I want in a lower case san-serif as large as the other letters.
Me: I don’t think that will look great, honestly, but I’ll send you some mock-ups and you can decide from there.
Client: Okay, send those along, thanks.
Except apparently, she changed her mind – after our meeting she called me back.
Client: You know what? Forget it. You designers don’t even know what you are talking about! I know design and I know what looks good. I’m going to go with someone else.
A couple months later I was driving by her offices and in a huge light up sign, I saw the most horrific looking text logo I have ever seen in my life. The initial letters were lowercase Arial sans serif, and the rest were uppercase TIMES NEW ROMAN.