When a 125+ year old multi-billion dollar company comes to you for a corporate rebrand,it’s a big deal. Philips Lighting needed a stand out name signaling their ambition for the future–that is to say, a bright name for a brand that lights up the world.


Be unexpected and positive. Signify is a verb–an unusual choice for a corporate name and a quick attention-getter. Through Lexicon’s extensive research and insights program, we were able to confirm our intuitions about Signify as a new brand name for Philips: “Signify has the potential to represent a company that brings leadership and innovation to the lighting category.It represents a company that makes a difference.”

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