Lower case letters, with their ascenders and descenders, make it easy for the eye to
process word formations.
UPPER CASE LETTERS HAVE NO VARIETY OR OUTLINE AND THEREFORE MAKE IT
HARDER TO READ
Reserve capital letters for headlines if necessary - certainly never use in body copy.
Text can be ranged from the left hand edge of the coat of arms or left hand edge of the logotype.
Always use unjustified text (ranged left)