PICKARD JAMES

PICKARD JAMES has the plain, surname-first feel of a small business identity, the kind that tells you more about form than about actual work. By our assessment, that makes it orderly and plausible, but not especially revealing. It is good at looking professional in a minimal way, which is sometimes exactly what a business name needs. The downside is that there is no public substance here to say whether it stands for consulting, retail, services, or something else. In practice, the name stays at the level of a label, and that is all it offers. PICKARD JAMES is therefore a neutral choice of company name, with no reason to push the judgment higher.