The earliest frames built by the Hobbs brothers were sold as 'Hobbs'.

After that they were sold as 'Hobbs of Barbican' after their address. They kept that name when production restarted after WW2 even though they had needed to move premises.
see Hobbs of Barbican
and period material at Veteran-Cycle Club Online Library

Often owners refer to the bikes as Hobbs rather than the full name. I have done that (I have a 1946 Raceweight)