HARVEY HERMAN MELDRUM

HARVEY HERMAN MELDRUM has the stiffness of a full personal name, and that gives it a formal, older-business feel right away. By our assessment, it suits a firm that wants to sound established and accountable rather than trendy. Its strength is that it feels specific and grounded, while its weakness is that it tells you almost nothing about the work itself. In use, that makes it feel like a record-book name: dependable in documents, thin as a public explanation. It sits in the same territory as other personal-name companies, where identity comes from the person or family behind the business. If the goal is to describe the service on the tin, it does not do that; if the goal is to sound like a real entity with a history behind it, it does. The name closes the distance between company and owner, and leaves the service to be discovered elsewhere.