I support writing "Matlab", with just one capital letter. This is the normal English capitalization rule. Abusing capitalization and special characters for emphasis is just a commercial trick, but I don't think it has any advantage when it comes to legibility.

See this Washington Post copy editor's take on the topic.

1. 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. [...]

 

2. Funky logos are nothing new.

 

In the old days, battles on this front usually involved companies that insisted on being identified in all caps. The uppercase treatment, after all, makes something STAND OUT. 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. "You want all caps?" an ink-stained wretch with a green eyeshade might have asked. "Go buy an ad!"

I support writing "Matlab", with just one capital letter. This is the normal English capitalization rule. Abusing capitalization and special characters for emphasis is just a commercial trick, but I don't think it has any advantage when it comes to legibility.

See this Washington Post copy editor's take on the topic.

1. 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. [...]

2. Funky logos are nothing new.

In the old days, battles on this front usually involved companies that insisted on being identified in all caps. The uppercase treatment, after all, makes something STAND OUT. 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. "You want all caps?" an ink-stained wretch with a green eyeshade might have asked. "Go buy an ad!"