Zeit, an innovative San Francisco-based startup providing the ultimate platform for developers to iterate quickly and collaboratively, needed a name to communicate the efficiency, excellence, and strength of their rapid deployment platform. They also needed the name to be short, travel globally, and be an easy command for developers to type.


Lexicon developed the brand name Vercel to connote the agile nature of the platform while also meeting the requirements of being globally accessible and legally protectable. Vercel strongly connects to the words versatile, accelerate, and excel: aligning with the platform’s core benefits. Leveraging the letter “v” further supports the brand and brings energy and confidence to the name, as “v” is the most alive and daring sound in the English language. Vercel and its Next.js product power over 35,000 sites at companies like Uber, Nike, and Starbucks.

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