NICOL JENNIFER

NICOL JENNIFER has the shape of a personal-name business and not much more, which makes it read like a sole proprietor, a consultant, or a small studio. By our assessment, the strength of that kind of name is that it is direct and unpretentious; the weakness is that it tells you almost nothing about the actual line of work. In practice, that means the name depends heavily on context, since the surrounding website, listing, or paperwork has to explain what the company does. It sits among small service businesses that trade on a person’s name rather than a category label. NICOL JENNIFER is best understood as a blank frame waiting for the real business to fill it in.