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.
This logotype is simple, neat, and original. Just one subtle change makes the logo recognizable. The font is elegant and, but still playful using the appearance that the letter "O" is bouncing. The movement of the type is very effective.