3RD EDITION LTD

3RD EDITION LTD has the shape of a publishing or media name, but it is too bare to promise a specific line of work. By our assessment, the attraction is in the hint of revision: it sounds like something that keeps producing updated versions, whether for print, editorial services or a branded series. The downside is that the promise stops there, because the name does not say what edition, for whom, or in what field. In practice it feels neat and slightly formal, the sort of company name that could sit on a masthead or an invoice with equal ease. Compared with a plain publisher name, it is more memorable; compared with a real imprint with a known catalogue, it gives away less. That makes it decent as a label and weak as a description.