EXITON

EXITON has the feel of a compact industrial or technology brand, and by our assessment that is exactly the kind of name that depends on context to mean anything. It is short, easy to print, and suitable for a company that wants a cleaner, less bureaucratic face than a long legal title. The trade-off is obvious: the name carries little information on its own, so it cannot tell you what category of product or service sits behind it. In practice that leaves the real work to the company’s website, documents, and product line. Compared with plain descriptive names, it is more brand-like; compared with stronger consumer brands, it is still fairly thin. It stops at being a tidy label, which is enough for some businesses and not enough for others.