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In branding using a person's name can help create rapport & trust with the customer. For example, Mildred & Co's Logo, is loaded with old world connotations & thus can come to represent experience, trust & community with a sense of familiarity.
Distinctiveness I think this is a good logo because it's simple. It reflects distinctiveness because other logos would use a drop shadow to make there logos pop but this logo uses the drop shadow to make a second letter