CHARLES SIMS

CHARLES SIMS looks like a plain corporate or personal-business name, the kind that can sit on many different services without telling you much more. By our assessment, its main feature is that it stays generic: useful for a local firm, but not memorable as a public-facing brand. That also means the downside is built in, because a name this broad gives no clue about specialty, products, or scale. In practice it would matter only once the actual work behind it is known, and until then it is just a label with little texture. CHARLES SIMS is not a brand that explains itself.