Kramer, Herman Leo

Kramer, Herman Leo has the shape of a personal-name company, which usually means a law office, a consultancy, or some other professional practice built around one person’s identity. By our assessment, that can work well when reputation and direct responsibility matter more than branding, because the name feels immediate and accountable. The downside is that the name gives away very little about the actual service, so outsiders have to find the details elsewhere. In practice, these names tend to be clear once you already know the field and opaque when you do not. Kramer, Herman Leo sits in that old-fashioned professional style that favors the person over the slogan, and it leaves the real work to the context around it.