LA'DELL PETON

LA'DELL PETON has the feel of a name used as a business label, which usually points to a small, personal company rather than a broad public brand. By our assessment, that makes it more about identity than about a big catalog of services. Its main strength is the directness of a personal name: it can suggest accountability and a close, face-to-face style of business. The downside is that nothing in the name tells you the field, the scale, or the depth of what sits behind it. In practice, that leaves the reader with a bare sign and very little else. It sits far from the big recognizable firms that announce their sector in the title, and that can be fine when the work is specialist or local. For anyone needing a name that explains itself, though, this one does not do much explaining.