JAMES ROBERTS

JAMES ROBERTS is the broadest of these names, but it is still only a personal-name company entry, not a brand with a declared line of work. By our assessment, that makes it easy to treat as a proprietor-style business label, and just as easy to find too little actual information in it. The strength is its plain, human scale; the weakness is that it leaves the field, services, and audience completely unstated. In practice, it is the sort of name that can cover anything from a one-person service to a small local firm, which is useful for identity and frustrating for reading. It sits in the same quiet register as many independent businesses that rely on the person behind the name rather than on a descriptive title.