LIMITED RISK LIMITED

LIMITED RISK LIMITED is the kind of company name that tries to sound cautious and tidy at the same time. By our assessment, it feels more like a legal wrapper than a business with a clear public face, which is normal enough for a small incorporated company. Its strength, such as it is, is that the name suggests restraint rather than swagger. The problem is the obvious one: it does not say what field the company is in, so the reader gets form before substance. In practice there is little texture to hold on to, and the best comparison is with countless other private companies whose real work is invisible from the register name alone. It is the sort of name that tells you about the paperwork first and the trade later.