A Google search reveals the name is shared with a music solutions company, a post-production house and a design agency. In other words, it is neither original nor hugely interesting.
On the other hand, this name is not a word that is invested with much meaning in everyday vernacular, so the team behind the Absolute brand can invest it with whatever additional characteristics they choose.
The logo is OK. There's not a lot more you can say about that, except that it is neither absolutely one thing, nor absolutely another.
The Virgin Radio name had stockpiled a sizeable heap of goodwill and positive equity. The Absolute brand will carry that goodwill forward, but it has to get things right from day one, as it doesn't take much to prompt the listener to turn that dial and save a new favourite.
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