John Kasel

John Kasel is the most personal-looking of the set, which is exactly the point of a company name built on a human name. By our assessment, that kind of label is best when the business wants to feel close, professional, and direct, not flashy. The hard limit is that the name itself says nothing about the field, so it cannot carry the whole picture on its own. In practice it is spare and matter-of-fact, the sort of name that asks the company to earn the rest of the attention elsewhere. It sits with small firms and specialist practices more than with big consumer brands.