Thanks for voting and commenting on this issue. Your feedback is key to helping us understand how you use JIRA so we can continue improving your experience. We have reviewed this issue over the last few days; however there are not currently any plans to implement this suggestion.
While JIRA will display labels in different cases as distinct labels, JIRA's search is not case-sensitive. Therefore, a search for "example" will also return issues labeled "EXAMPLE", "ExAmPlE" or any other combination of cases.
As a note on some of the comments above, we care about these requests. That's why we read the comments and provide updates like this one. However, our goal is to focus on the work that can provide the biggest improvement in usability for the most people. Currently the top priorities of the JIRA development team are:
1. Performance, especially initial page loads for highly-used pages
2. Reducing complexity of setting up and maintaining project configurations
3. Improving the UX of key tasks for software teams, maintaining a backlog
Please remember that jira.atlassian.com is one of many inputs for the JIRA roadmap. You can learn more about our process here.
I understand that our decision may be disappointing. Please don't hesitate to contact me if you have any questions.
Product Manager, JIRA Platform