American Express, already a financial powerhouse, entered the emerging credit market on the heels of Visa and Mastercard. How could a brand name help them leave a notable and long-lasting impression on the industry?


Make a bold promise and signal the superiority of your product. Long before Kia launched its Optima line of sedans, Lexicon developed the Optima name for AmEx. A clipping of the word “optimal,” it immediately indicates to consumers that American Express offered a high quality, secure, best in class new option.

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