K A Durai

K A Durai has the spare, personal look of a company name that is really a proprietor’s name in public form. By our assessment, that makes it practical for formal use and very light on meaning, which is fine if the goal is identification and not branding. The strong point is that nothing in it overpromises; the weak point is that it gives away no line of business at all. In practice, it is the sort of name that sits quietly on a document and tells you very little else. Compared with more descriptive small-business names, it is almost mute. The name does its identifying job and stops there.