Desk chairs are not generally an emotionally driven or evocative category. When Herman Miller’s new design evolved the space, they needed a name as unique, innovative, and noticeable as their product.


We developed the product name Cosm to help Herman Miller announce their better work chair to the world. The ergonomic advantage and simplicity of design are captured in the simplicity and roundness (both visually and aurally) of the name. From the Greek prefix cosmo-, indicating “the universe” or “the world,” Cosm’s meaning and sound bring a hard-to-match feeling of expansiveness to the category.

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