VASKO, OLGA

VASKO, OLGA feels like the name of an individual practice or boutique service, the sort that depends on the person behind it more than on a corporate identity. By our assessment, that makes it easy to read as a professional label and hard to read as a complete description. The strength of this format is its directness; the weakness is that it tells a newcomer very little about what is actually offered. In use, names like this are only as helpful as the context around them, which means the real substance has to come from the listing, not the name. It sits in the large middle ground of private-business naming, plain and unadorned.