Visa was creating the next generation of Real-Time Payments, making financial transactions faster and safer. They wanted a name to communicate this high-level of innovation, while remaining straightforward and easy to process.


Lexicon recommended a short, powerful, global-ready acronym: RTX (Real Time Experience). Acronyms have proven effective in aspirational categories like automotive, and we leveraged this strategy for financial services. Lexicon’s linguistic research has shown that ‘x’ connotes excellence and a strong sense of innovation, positioning Visa at the forefront of real-time payment processing.

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