Codan

Codan is a plain, corporate-looking name that could sit on electronics, communications gear or another industrial product, and that vagueness is both its strength and its problem. By our assessment, it gives off a sober, professional tone that fits equipment meant to do a job rather than draw attention. The downside is that the name itself tells almost nothing about the actual product line, so a buyer has to rely on context, packaging or the catalogue around it. In practice that makes Codan feel more like a brand stamp than a product description, which is fine when the surrounding information is strong and awkward when it is not. It sits in the middle of the pack of utilitarian names: dependable in tone, but not informative on its own. The mark here is restraint, not flair, and that restraint also limits how much can be read from it.