In a category with very strong personality names like Explorer, Pathfinder, and Cherokee, Subaru needed a name that would stand out and be difficult to forget.


Give them something to think about. In a world of Western-themed auto brands, Lexicon’s strategy was to be different. The result, Outback, took inspiration from Australia and created a unique brand personality and experience.

What Is The Value of a Lexicon Created Brand Name?

Truly effective names deliver fundamental value — they drive revenue. They give power and momentum to new ideas. Creating an effective name is not just a good thing, it is essential to success.

Here’s how we create them:

What We Do