Hilton needed a name for their new meeting and event focused hotel brand that would differentiate itself from other hotels within Hilton’s already expansive portfolio. This new brand needed a name that conveyed the status, comfort, and convenience of the new properties and their features.


Drawing on the semantics of insignia and harkening back to the strength of the Hilton master-brand, Lexicon created the brand name Signia. Signia supported a hotel brand with a wider spectrum of well-designed and inclusive meeting spaces and appealed to both event bookers and business travelers alike.

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