JAMES OWEN

JAMES OWEN has the bluntness of a surname-led company name, which can work well when the business is built around a person’s reputation and direct dealings. By our assessment, that makes it useful for a small firm that wants to sound straightforward and human rather than glossy or branded. The downside is that it says almost nothing about the actual service, so the name has to be carried by the work behind it, not by any hint in the lettering. It leaves the ceiling of expectation pretty low, in the ordinary way these personal-name companies do.