"Shields badges" -> "badges" per #105

README.md

@@ -52,7 +52,7 @@ Thanks to @ackerdev we also have SVG equivalents of all existing badges if you w
 - **hyperlinked**: badges can link to a third-party website providing more information, either related to the metadata provided by the badge or about the project the badge was used for (e.g. an open source library) 
 
 ### Aesthetics
-The design of Shields badges has been carefully considered to provide sufficient padding between the container badge and the text within. Badges should never have a fixed width. The letter spacing (or kerning) is deliberate and focused on clarity, so is the use of the Open Sans font face. Contrary to widely available web-safe alternative sans-serif fonts like Arial (a sloppy Helvetica ripoff) and Verdana (a sloppy Futura ripoff), OpenSans remains highly legible at very small sizes which is why it was chosen.
+The design of our badges has been carefully considered to provide sufficient padding between the container badge and the text within. Badges should never have a fixed width. The letter spacing (or kerning) is deliberate and focused on clarity, so is the use of the Open Sans font face. Contrary to widely available web-safe alternative sans-serif fonts like Arial (a sloppy Helvetica ripoff) and Verdana (a sloppy Futura ripoff), OpenSans remains highly legible at very small sizes which is why it was chosen.
 
 ![](https://raw.github.com/badges/shields/master/static/proportions.png)
 
@@ -62,7 +62,7 @@ When it comes to color choices, the focus is on clear contrast between the text
 
 ## Examples
 
-What kind of meta data can you convey using Shields badges?
+What kind of meta data can you convey using badges?
 
 - test build status: `build | failing`
 - code coverage percentage: `coverage | 80%`
@@ -76,7 +76,7 @@ What kind of meta data can you convey using Shields badges?
 ## Retina Ready
 Since one of the major concerns is legibility, it's impossible to ignore how badges will render on retina (high DPI) displays.
 
-A suggested by @kneath, Shields badges displayed with an HTML image tag (instead of the easier Markdown image tag) can be given a fixed height to force an image that is actually double the resolution into a 50% smaller image, which will display properly for both retina and non-retina screens.
+As suggested by @kneath, badges displayed with an HTML image tag (instead of the easier Markdown image tag) can be given a fixed height to force an image that is actually double the resolution into a 50% smaller image, which will display properly for both retina and non-retina screens.
 
 Here's an example with the following code: 
 
@@ -86,7 +86,7 @@ Here's an example with the following code:
 
 <img src="https://raw.github.com/badges/shields/master/static/shields_white@2x.png" height="143" alt="Retina-ready Shields example" />
 
-All Shields badges aren't yet compatible with this but we're working on updating them soon. Look for image filenames with `@2x` suffixes, those will be the pixel doubled versions. 
+All our badges aren't yet compatible with this but we're working on updating them soon. Look for image filenames with `@2x` suffixes, those will be the pixel doubled versions. 
 
 Note: They were pixel doubled manually in Photoshop, not after the fact.