JAY GOLDSMITH

JAY GOLDSMITH sounds like the kind of personal company name that a solo professional or small firm would use, and that is about all the name itself gives away. By our assessment, it is functional rather than memorable: it identifies a business, but not its line of work or what makes it different. That leaves the main weakness right on the surface, because there is no sector marker, no consumer cue, and no public substance to judge here. In practice, you get a plain name that can sit on letterhead or a directory entry without explaining itself. It is not trying to be a big brand voice, and this entry does not give enough to turn it into one.