KEVIN J. WHITE

KEVIN J. WHITE feels like a firm name built for one person’s work, not for a consumer brand with a clear shelf presence. By our assessment, the good part is its plainness: it is easy to read, easy to repeat, and it keeps the focus on the person behind it. The weak part is just as plain, because nothing in the name tells you what field it belongs to or what problem it solves. In use, that creates a very spare impression, the sort of identity that needs a lot of context around it to mean anything. It is a name that can sit comfortably in a business directory, but it does not explain itself there.