In an effort to improve both the quality and speed of communication, Verizon developed a new service that replaced copper wires with optical wires. Verizon needed a brand name that was both suggestive and unique to capture their new service that would operate over an entirely fiber-optic communications network.


Using “fi” as a prefix to suggest fiber, Lexicon constructed the brand name Fios, an acronym for “fiber optic service.” As one of the first major U.S. carriers to offer an entirely fiber-optic communications network for the home, Fios perfectly encapsulated the service’s unprecedented technology and suggested to consumers that Verizon offered something better than their competitors.


More technology brand names created by Lexicon: