SHS EXCHANGE LTD

SHS EXCHANGE LTD sounds like an exchange or dealing company, the kind of name that suggests currency, transfers or some other form of market exchange. By our assessment, that makes it easy to place, but also quite opaque: the title gives structure without telling you the exact service. The strength is precision of category, since exchange businesses usually live on trust, clear procedures and fast handling of transactions. The downside is that this kind of name can cover a lot, and without more detail it stays abstract and slightly stiff. In practice it feels like a financial or trading counter rather than a consumer brand. SHS EXCHANGE LTD is the sort of name that belongs in paperwork first and in conversation second.