GOOD LEONARD

GOOD LEONARD sounds like a plain personal or family-style company name, which usually means a small business identity rather than a branded consumer offer. By our assessment, its appeal is simplicity: it is easy to read, easy to remember, and does not pretend to be more elaborate than it is. The downside is equally plain, because the name says almost nothing about the actual line of work. In practice that leaves it feeling generic in a useful way, like a label meant to sit on paperwork and storefronts without much fuss. It is the kind of company name that works best when the business itself does the explaining.