Bauer

Bauer is the sort of product name that can sit on very different things, so the real job has to come from the object in front of you rather than the label alone. By our assessment, that makes it hard to praise as a finished idea and easy to respect as a plain, no-frills brand mark. The good side is that short names are usually memorable and leave room for a straightforward design. The downside is that they carry almost no explanation, so the buyer has to do the work the name refuses to do. In practice, that means Bauer depends heavily on whatever category it is attached to, and the name itself does not add much guidance. It sits somewhere between a clean label and an empty shell. Bauer is one of those names that needs context before it can mean much.