Crossword Genius

Look firm - but is mad! (4)

Ross

I believe the answer is:

loco

'mad' is the definition.
(thesaurus)

'look firm' is the wordplay.
'look' becomes 'lo'.
'firm' becomes 'co' (a firm is a company).
'lo'+'co'='LOCO'

'but is' is the link.

(Other definitions for loco that I've seen before include "Slangily crazy" , "In ... parentis, in place of parents" , "Potty" , "Engine (abbrev.)" , "with a screw loose?" .)

I've seen this clue in The Telegraph.
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