Toyota was launching a new automotive brand targeting the Sedan Crossover audience. How could they have an expressive name that signaled the dynamic performance, functionality, sleekness and boldness of their new offering?


While a name can’t say everything for you, different types of names create different consumer perceptions. To help Toyota establish themselves in the space and gain market share, we created something novel and fast: Venza. Lexicon’s proprietary research into sound symbolism has revealed ‘v’ and ‘z’ to be among the fastest sounds across the world’s languages. We leveraged this knowledge into a competitive advantage for Toyota.

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