JOHN KAVALEC

JOHN KAVALEC looks like a personal-name company, and that tells you more about ownership than about the work itself. By our assessment, that is the main strength and the main weakness at once: it is specific, but not descriptive. A real user would still need outside context to know whether this is a private service, a small firm, or something more specialised. In practice the name is easy to remember but poor at explaining what walk-in value it offers. Compared with companies that state their trade in the name, it sits much lower on immediate clarity. It is a label that identifies, not one that explains.