ANDUJAR, EDWARD

ANDUJAR, EDWARD is another company name built from a person’s name, so it carries a private, signed-by-someone feel rather than a descriptive one. By our assessment, that gives it a respectable, sober tone that can suit a firm wanting to look established without sounding commercial. The upside is that it sounds steady and unflashy, which is often useful in law, consulting, or other name-led work. The downside is the usual one for this kind of label: it leaves the actual business hidden until someone adds the rest of the branding. In practice the name is easy enough to say and remember, but it asks the audience to do the identifying work. It sits in the same lane as many personal-surname firms and does not try to compete on explanation.