MALCOLM DANYLE

MALCOLM DANYLE reads like a founder's name put straight onto the door, which usually signals a small, personality-led business. By our assessment, that can be effective when the service is built around direct relationships, but it is not much help if someone is trying to understand the offer at a glance. The good part is that it feels direct and human; the trade-off is that it leaves the category and specialty hidden. Compared with a branded commercial name, it is more personal and less informative, and that is a fair exchange only in the right kind of business.