SCHWARTZ, MURRAY

SCHWARTZ, MURRAY is the sort of name that suggests a compact firm built around a single identity, and by our assessment that tends to work best when the job is specific and the relationship is personal. The good part is clarity: there is no mistaking it for a faceless conglomerate. The hard part is that there is very little to hang onto beyond the name itself, so the reader gets almost no sense of what it actually sells or does. In use, that makes it feel more like a small office sign than a broad commercial brand. It belongs with local or specialist services, not with the heavy, multi-line players.