While I am no fan of this particular logo as a matter of personal preference, the "NeXT" character-casing is better than just "Next" or "next" since it creates

While I am no fan of this particular logo as a matter of personal preference, the "NeXT" character-casing is better than just "Next" or "next" since it creates identity. Identity creates recognition and unlike "Pepsi" which is a unique word, "Next" is a fairly common word and without some sort of identity it would go easily unnoticed in regular writing. On a related note, I always found that iPhone, iPad, iPod, i* is one of the best product naming schemes I have come across, not just because of the strong identity but also because of it's extensibility to new product lines.