Why Do All Car Logos Look the Same?: How Visual Identity Can Complement Brand Names
October 20, 2016



As an exclusively verbal branding agency, Lexicon usually refrains from commenting on the topic of visual identity. But in some cases, design has an interesting parallel with brand naming: the basic forms used in a brand’s logo can communicate beneath the surface in the same way that the sounds and structure of a brand name can. For example, have you ever noticed most car logos have a round, container-like shape?

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When the Language is the Message: Premium Skin Care Products in the Brazilian Market
July 13, 2016


People often fall into the trap of thinking that a message's utility is a simple function of its contents. However, in his now famous aphorism, Marshall McLuhan first asserted that the medium is the message. In other words, the mode of expression used to transmit an idea is a contextual lens through which we interpret and understand the idea, thus influencing our perception. This holds true for the brand naming work we do here at Lexicon Branding, and is key in reaching the most strategic and efficient linguistic form for a given project. This point becomes especially important for products competing in today's global economy.

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