ORICOM LTD

ORICOM LTD has the plain, corporate shape of a company name that could belong to telecoms, IT services, equipment sales, or some other technical business. By our assessment, that flexibility is its main strength: it sounds tidy and businesslike without overexplaining itself. The downside is that it is so unspecific that a reader gets almost no clue what sort of firm sits behind it. In practice, names like this do little more than mark a legal entity, which can be enough in contracts but not very helpful as a public face. Compared with brands that say what they do in the name, it is much harder to place and much easier to forget. It works as a registry-style label, and not much beyond that.