SMITH, LAURA

SMITH, LAURA is the sort of company name that gives away almost nothing beyond a person’s name on the door. By our assessment, that makes it hard to place except as a likely small or private operation rather than a brand with a public face. The upside of that kind of naming is that it can be straightforward and personal; the downside is that outsiders get no clue about the services, the field, or the scale. In practice it reads like a bare listing, not something that explains itself, and that keeps the judgment modest.