Why mess around with the format of your firm's name?

Sign on the side of the Urban Outfitters location, Park Royal Shopping Centre, West Vancouver, BC

Sign on the side of the Urban Outfitters location, Park Royal Shopping Centre, West Vancouver, BC (Detail)

If your firm's name is Urban Outfitters, and you are putting a sign on the side of your store, then why mess around with the typography?

Urban
Outfit
Ters

It is not as if there isn't enough space to put the name on two lines. Splitting the name onto three lines just looks like a confusing mess.