ROBERTSON MOREEN

ROBERTSON MOREEN feels like another personal-name business entry, the sort that usually belongs to an individual professional rather than a branded storefront. By our assessment, its main virtue is simplicity: it is legible, formal, and easy to place in records. The cost of that simplicity is that the name says almost nothing about the service, sector, or size of the operation. In practice, this is the sort of name that works behind paperwork and appointments more than in public marketing. It sits among other owner-named firms where the person’s identity is the only real label on the door. That makes it tidy, but very limited as a public clue.