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.
There is consistent proximity throughout the logotype. The negative space forming the "N" makes sense with the name because looking at the logotype engages the audience when locating the "N". I also think the logotype font works well bold.