ADAM R. GOLDSTEIN

ADAM R. GOLDSTEIN sounds like a founder-name company, and that usually means the business is built around a person rather than a big, polished public label. By our assessment, the name is serviceable if the goal is identification and a personal stamp, but it offers little clue about the actual line of work. That makes it clean and professional, yet also anonymous from the outside. The practical downside is that a name like this puts all the explanatory weight on the company’s actual output, because the title itself does not do the marketing. In use, it feels like a firm that expects its work to speak for itself. It stands closer to a private practice or boutique operation than to a broad consumer brand.