JERICHO NICOLAS

JERICHO NICOLAS has the stripped-down feel of an owner’s name turned into a company sign, and that simplicity is both its strength and its weakness. By our assessment, it fits a very small business or personal practice that wants the person front and center and does not need a wider brand story. The strength is memorability: it is short, direct, and easy to place in a directory or on a letterhead. The weakness is just as concrete, because it tells you nothing about what kind of company it is, so the name has to be backed up by context every time. In the category of personal-company names, it is clean and ordinary, and the limit is the lack of any built-in explanation.