SEMO

SEMO is a short, blunt brand name that works best as a label on ordinary consumer goods. By our assessment, its main advantage is legibility: it is easy to print, easy to scan, and easy to remember for products that do not need a lot of personality. The downside is that the name is so plain that it gives almost no clue about what the brand stands for. In practice that means SEMO feels functional rather than expressive, the sort of mark you see on packaging and then read again only if the product turns out to be useful. It sits squarely in the generic-brand middle of the market, not as a prestige name and not as a joke label either. The ceiling is low but clear: it can support a product, yet it cannot by itself create much identity.