BRIAN E. RAINES

BRIAN E. RAINES is another company name that depends on a full personal name, which usually means the business wants the owner’s identity to stand in front of the service. By our assessment, that can be a strength in work built on trust and individual reputation, because the person is visible from the start. The downside is the familiar one: there is no hint about the trade, so the name does not help a stranger place it in a category. In practice, it behaves like a signature more than a description. Against more explicit company names, it gives up clarity for a personal stamp. BRIAN E. RAINES says who it is, not what field it belongs to.