It's a tough case to make to those who don't immediately see how silly all this has become, but here are some tips. Everything you need to know about capitalization you learned in kindergarten. Well, that might be an exaggeration, but the point is that the most basic of capitalization rules are not to be trifled with. Proper nouns are capitalized.
All caps is for initial-based abbreviations.
Funky logos are nothing new. In the old days, battles on this front usually involved companies that insisted on being identified in all caps. But there weren't as many battles as there are today, because copy editors and even writers knew that logos are logos and English is English. But then something changed, and I'm not exactly sure when or why. Maybe it was the decline of the green eyeshade.