SOUTHFRONT

SOUTHFRONT sounds like the kind of company name that could belong to property, development, logistics or another plain commercial operation, and that broadness is part of the point. By our assessment, its strength is that it has a firm, directional feel without being fussy or decorative. The drawback is that the name itself tells you almost nothing about the actual business, so the company has to do all the explaining through its work. In practice that usually means a corporate identity that is easy to put on paperwork and signs but not especially informative to strangers. Compared with a descriptive name, it is more flexible and less transparent. It is the sort of label that works better once the underlying business is already known.