Howard Kavinsky

Howard Kavinsky sounds like a personal-name firm, probably the kind that trades on one person's reputation rather than on a broad corporate identity. By our assessment, that gives it a clean, human feel and an easy memory hook. The downside is that the name does not reveal the field, so it cannot do much of the explanatory work on its own. In practice this kind of label is quiet and direct; it fits neatly on a letterhead, but it is not trying to be descriptive. That makes it more suited to professional services than to anything that needs a self-explanatory brand. Compared with more explicit company names, Howard Kavinsky is all signature and very little description.