Toko

Toko is the sort of company name that can belong to very different businesses, and that flexibility is both its strength and its weakness. By our assessment, it is clean, easy to say, and memorable enough, but it does very little work on its own because the name does not tell you the sector or the product. In practice that means the company has to rely heavily on branding, not on the name itself, to explain what it is doing. It sits somewhere between an everyday word and a blank slate, which can be useful for a start-up but frustrating for anyone trying to understand it quickly. The result is a neat shell with little built into it.