KIRK G. EDDY

KIRK G. EDDY is a compact company name that behaves like a personal signature, often the sort used by a small practice, contractor or closely held business. By our assessment, its appeal is its plainness: it sounds direct and professionally restrained. The price of that restraint is a lack of context, since nothing in the name tells you the field or the scale. In practice, this kind of name is easy to file, easy to print and easy to forget, which can be exactly right for a low-profile operation. Against stronger branded names, it gives up memorability in exchange for seriousness. It is a neat label when the business wants to stay close to one person rather than build a bigger identity.