FORTUNATO, FRANKLIN

FORTUNATO, FRANKLIN is a plain person-name company card, and that is both its point and its limit. By our assessment, it fits the kind of service where a personal name stands in for branding, such as a private office or individual professional practice. The advantage is honesty: there is no attempt to dress the business up as something bigger or slicker than it is. The drawback is that the name gives away almost none of the practical information a newcomer would want, so it stays dependent on outside context. In use, that means it is neat on paper but not self-explanatory, which is often enough for internal or local recognition and not enough for first contact. It sits firmly in the minimal, no-frills corner of the category.