GSM INTER TRADE

GSM INTER TRADE is the sort of name that suggests import, export or middleman trading, but it stays frustratingly generic. By our assessment, that makes it workable as a corporate label and poor as a guide to what the business actually does. The upside is that it is clear enough for paperwork and ordinary trade naming; the downside is that it tells a customer almost nothing beyond the broad idea of commerce. In use, it has that tidy, warehouse-desk feel common to trading firms, where the brand matters less than the account. GSM INTER TRADE sits in the middle of its field: serviceable, but not distinctive.