JAMES HARRIET

JAMES HARRIET has the feel of a person-name company, the sort often used by small professional practices, consulting outfits, or a one-owner business that trades on personal identity. By our assessment, that gives it a direct, human tone and usually works best where trust comes from knowing who stands behind the door. The upside is familiarity: it sounds straightforward and doesn’t try to hide behind branding tricks. The downside is that it is so generic in shape that it tells you almost nothing about the actual line of work. In practice, names like this can be easy to remember once you have met them, but they are poor at explaining themselves to a stranger. It sits closer to a personal office name than to a distinct market brand.