Paul B. Johnson

Paul B. Johnson feels like a personal-name company, the sort of label often used by a consultant, lawyer, accountant, or small firm that wants the owner’s name to do the talking. By our assessment, that is good at signaling accountability and a real person behind the work. It is poor at telling you what the work actually is, and the middle initial adds formality without adding much meaning. In practice, these names are tidy and old-fashioned in the best sense: they are easy to file, easy to remember, and dependent on the surrounding context to explain themselves. Compared with descriptive agency names or branded product companies, Paul B. Johnson sits on the most individual end of the spectrum. The name is enough when reputation is the point, and not enough when the business needs to explain itself at a glance.