Granted, a lot of people think it’s a painful, expensive drag to go to the dentist. But if you’re the dentist, should you advertise how oppressive it is?
Onus Dental Health Plan. Offices in Oakland, Fremont, San Jose, Pinole, and San Francisco.
There is little room for positive ambiguity here:
Onus: 1640s, from Latin onus “load, burden,” figuratively “tax, expense; trouble, difficulty.” (Online Etymology Dictionary)
Also ill advised: a wordmark that makes it all too easy to read the name as “anus.”
I have anticipated your questions: No, “Onus” is not the name of the CEO/founder. (Her name is Kimberly Lee.) And it’s not “on us,”as in “The first visit’s on us!” I phoned the office: “Onus” rhymes with “bonus,” of which there is none to be found in the name.