ANDREW G. MCGRATH

ANDREW G. MCGRATH sits firmly in the personal-name camp, which usually means a firm or solo practice built around one person’s reputation. By our assessment, that makes it tidy and trustworthy in shape, especially for work where the person’s name is part of the offer. The weakness is the usual one for this kind of naming: it carries no direct clue about the service, so the reader has to learn the field elsewhere. In daily use it feels spare, almost private, and it does not try to explain itself. Against larger commercial names, it is less descriptive but also less decorative. The result is a name that can carry a professional relationship, while the actual business remains offstage until context arrives.