Proper Names

Q. Many of the products that my company offers employ midcaps (internal capital letters) as well as partial italics—for example, CustomerCares. In chapter 8, I see that Chicago style is to preserve midcaps in company or product names—do you recommend the same for italics?

A. No, we don’t. Once you start trying to accommodate typographic styles, it’s hard to stop. There are companies that use bold font or small caps or a backward R—and how about those logos where the first letter is small and then the letters get progressively larger, or where the letters have little wings on them? Better to look the other way.