Thanks for all of the thoughtful input. And to William, touche'. One reason I did not want to go back into business for myself was all of the branding and marketing, website work that seems to take endless amounts of energy. Yes, our work should speak for itself, but it never hurts to have a catchy name or memorable logo. But yes, memorable can be simple. And to Steve, great point about Microsoft Windows. As a usability experts we do want to appear approachable and casual, but perhaps the punch of initial caps is a more powerful statement for a small company.
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