From Ansible, quoting a press release from a cable network: "Following this repositioning, SCI FI is no-longer spelt with a hyphen or dot in the centre (i.e. Sci-Fi or SciúFi) and should always be written in upper caps (SCI FI)."
Aside from the fact that a graphic design decision like the choice of all caps in a logo shouldn't mean a damn thing outside the organization whose logo it is, it's not upper caps, it's upper case. (What, exactly, would lower caps be?) Or, as I just said, all caps.
Hell, maybe Brits are correct to say "upper caps". The main thing I learned from that book that tells the panda joke badly is that the nicest and most correct British usages can be gratingly wrong to Americans as well as the other way around.
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