DAVID GIBSON

DAVID GIBSON has the plain, surname-forward feel of a business name that could belong to a solo professional or a small firm. By our assessment, it is serviceable but thin: the name is clean and serious, yet it reveals almost nothing about the actual work. That makes it easy to fit on a letterhead and hard to judge as a business identity. The main trade-off is genericness, because the same calm sound could stand for many different services. In practice it sits somewhere between a personal name and a formal brand, and the card stops there because nothing in the checked facts fills in the rest.