All caps is from the old school Casper Suite days as we make Jamf Pro now. But when it's a logo it is lowercase and when its used in writing the J is capitalized. Little known fact that it's actually a soft J so its pronounced "Yamf" and the pipe between Jamf and the product name is silent, e.g. "jamf | PRO" isn't Jamf Pipe Pro, its just Jamf Pro. Some of this may be less than accurate.