Microsoft was launching a cloud-based platform that represented a strategic new offering for the company and would be visible to IT professionals, software developers, and consumers alike. Accordingly, they needed a brand name that had both a professional and consumer appeal and the ability to change existing perceptions of Microsoft as a provider of web technologies.


Lexicon developed the name Azure, which signaled a new attitude for Microsoft and suggested the open-ended and flexible nature of the platform. Azure, the color of the sky, further generated appropriate and striking visual associations for a cloud-based platform.

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