JONATHAN C. ILCHERT

JONATHAN C. ILCHERT is the kind of company name that puts a person first and the business second, which is standard in many small professional fields. By our assessment, that makes it sound serious and individual, but it also leaves the actual line of work completely unspecified. The strength is that it can carry a private-practice feel without marketing fluff. The weakness is the same old one for this style: a reader cannot tell whether it belongs to law, finance, design, or some other specialist trade. In practice, it behaves like a nameplate on an office door, useful once the context is already known and sparse when it is not. It is not trying to be a consumer brand, and the bareness of the label is exactly what limits it.