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We should have Lizars instead of J. Lizars and Hunter instead of R. F. Hunter, unless there is some ambiguity such as E. Krauss vs G. A. Krauss. The general rule of thumb for the title of a company page is to give the shortest form needed to recognize the company. Who would want "Victor Hasselblad" as a page title instead of "Hasselblad", or "J. H. Dallmeyer" instead of the universally known "Dallmeyer"? --Rebollo fr 10:47, 8 September 2008 (EDT)

"J. Lizars" is the renowned brand and company name, none other. It's the shortest form. "Hasselblad" is alright as Hasselblad because all know this as brand and company name. U. Kulick 16:35, 8 September 2008 (EDT)
I visited the links in the current page, and some others, and I still disagree. This link to the current Black & Lizars official website says "Black & Lizars was formed in 1999 as a result of a merger between two of Scotland's oldest optical retail chains - Lizars and C. Jeffrey Black." I guess they know how they were called themselves, yet they don't use a "J." This other link shows an advert titled "Lizars' Challenge Hand Cameras", and many similar adverts are visible at the bottom of the linked page. These adverts indeed use the full form "J. Lizars", but in the footer only, not in the main part where the colloquial name is given. Common sense dictates me that people living in the 1910s or 1920s did not spell each and every initial when they were referring to some particular company, unless some disambiguation was needed. --Rebollo fr 19:38, 8 September 2008 (EDT)
I visited the link you added to "G. Hare" and I discovered that in this particular case initials were indeed used even in the main text of a very old advertisement. The situation might be more complicated than I thought, and I must admit that I have no idea of the common practice in the XIXth century. In the particular case of Lizars, I still favour the short form for the reasons given above. Similar remark for Adams: everybody else calls it "Adams" or "Adams & Co." instead of our "A. Adams & Co.", and the picture in this page shows no "A." in the nameplate of an Adams cameras. As a general approach, I would favour adding no initial(s) unless evidence hints that the company was using it on a consistent basis. (Obviously this is for titles only: in the main text, full forms are welcome.) --Rebollo fr 19:51, 8 September 2008 (EDT)
ok, you're right. Sorry, I didn'd know that site. "J. Lizars" is the the brand shown on the cameras's badges, and J. Lizars as one of the best of the great era of British camera making is known as "J. Lizars" among the collectors. It's exciting to find out that the one or the other classic maker is still alive.
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