CLEOTEC LTD

CLEOTEC LTD looks like a small technology or technical-services company, the sort of name that could sit anywhere from electronics to software support. By our assessment, the problem is not that it sounds weak, but that it gives away very little beyond a tech-flavoured label. That makes it useful as a corporate signpost and not much more: easy enough to file away, hard to imagine in detail. The upside of a name like this is flexibility; the downside is that it is almost blank, so the real business has to do all the work of explanation. It belongs to the plain, utilitarian end of company naming, where substance matters more than the wordplay.