REVEAL

REVEAL is the sort of company name that tries to sound open and modern without saying what the business actually does, so the first job is always to look past the polish. By our assessment, that makes it hard to praise on substance and easy to remember as a brand word, which is useful if you want a broad, adaptable identity. The downside is the obvious one: it is so generic that it carries very little clue about category, customer, or product. In practice, names like this tend to work only after the company has done enough marketing to fill in the blank. It sits closer to an identity label than a descriptive business name, and the blankness is the whole point and the main weakness at once.