New Brevoort Formspring
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I noticed there was a period around 2002-3 where the main Marvel comics mostly switched to upper/lower-case lettering, like the Ultimate line, and then they mostly switched back to all-caps in 2004. (Eg Avengers went upper/lower after Geoff Johns' first story, and went back for Bendis's first story.) Obviously upper/lower lettering hasn't gone away, but do you recall why it didn't last as the default format for non-Ultimate Marvel?
Anonymous
Bill Jemas liked upper-lower lettering, and at a certain point mandated it for across the line when he was Marvel’s President.
After he left, its use became a matter of choice–and most titles chose to return to the traditional all caps lettering style.
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