ARCO LONDON LTD

ARCO LONDON LTD has the kind of short, urban name that could sit under almost anything from property work to a small trading outfit. By our assessment, its main virtue is that it is compact and easy to place on stationery, but the cost of that brevity is a lack of detail. The name gives no clear clue about what the company actually sells or does, so it stays more like a label than a profile. In practice that means it is memorable only in a very general way, without the sharper signals a specialist firm would give. It belongs to the broad middle of corporate names that are tidy but hard to read.