Vectiv (The North Face)
Brand naming in the apparel industry is always a challenge: With thousands of trademarks and the rapid cycling of styles, creating a unique name that stands out in the crowd can be the ultramarathon of brand naming. The North Face needed a name not only for a new line of running shoes, but for a new running technology that can stand the test of time: a special carbon-fiber plate that propels a runner forward and provides stability.
Capturing speed and stability together in a single name is no small feat, but it’s exactly what Lexicon built into Vectiv. Constructed from the word vector (an object with a magnitude and direction, like a forward-moving arrow), Vectiv benefits from the speed and strength of the letter V and signals the forward momentum of this running technology.