REYNOLDS DAREJAN

REYNOLDS DAREJAN has the feel of another owner-name company, the sort often seen in small professional services, local agencies, or one-person consultancies. By our assessment, that makes it sturdy as a name and weak as a clue: it can sound credible, but it tells a stranger almost nothing about the actual work. The practical upside is that such names are easy to use when the person behind them wants the firm to feel personal rather than corporate. The practical limit is that every new client still has to ask what is being sold. It sits closer to a named practice than to a branded chain, and that is exactly the trade-off.