GREEN, ROBERT

GREEN, ROBERT has the feel of a straightforward personal-name company, the sort of label used by a small professional practice or sole proprietor. By our assessment, its best trait is that it sounds sober and credible without trying to sell anything with style. The downside is the same one that comes with many surname-led names: it gives no immediate clue about field or specialty, so the business has to earn meaning elsewhere. In practice it is simple to remember once you know it, and plain enough to sit on a plaque, invoice, or website header without fuss. It sits among the most traditional company names, where the person’s name matters more than the brand invention around it.