Adobe was releasing its new desktop publishing software as a successor to Adobe PageMaker. They needed a new name that signaled broader design applications – a blank canvas for the world of desktop publishing design.


InDesign captures the heart of the software’s capabilities. Used for all kinds of print media including newspapers, magazines, flyers, and brochures, InDesign is active and all about exploring the possibilities of designing in a medium fixed by the edges of a page. The unusual grammatical structure of this mark (preposition + noun/verb) creates new language that is distinctive in its category, InDesign has spawned 86 user groups in 36 countries with a total membership of more than 51,000.

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