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Why Lexicon?

We offer a comprehensive approach to brand name development.

Lexicon’s most successful names – among them Pentium, for Intel; Swiffer, for Procter & Gamble; PowerBook, for Apple; Dasani, for Coca-Cola – have become immensely lucrative global brands, which collectively have brought in billions for their companies.
— The New Yorker


1. Unequalled Performance.

Sonos, Swiffer, Dasani, PowerBook, Febreze, Pentium, BlackBerry, OnStar — all names created by Lexicon. Since 1982 we have successfully completed more than 3,900 projects in 20 countries. That’s experience you can trust and expertise you can count on.

2. An End-to-End Solution.

We incorporate all the components necessary to guarantee the development of highly distinctive and winning brand names: small creative teams, structural linguistics, audience insights, and rigorous trademark, linguistic and cultural evaluations. No other firm integrates these elements as seamlessly or comprehensively.

3. Application of Linguistics & Natural Language.

We harness more than thirty-five years of linguistics R&D to create names that reflect natural language patterns — never awkward hybrids or clever constructions that lack real staying power. In addition, our WorldBrand® network of more than 85 linguists across 55 countries assures that a Lexicon brand name can travel the world.

4. Rigorous Trademark Clearance.

Most naming firms only do cursory “identical match” trademark searches which produce limited, often inaccurate results. With paralegals and a trademark attorney on our staff, we are able to perform a more thorough search and analysis, thereby saving clients time and money.

5. Balancing Creativity with Research & Development.

While creativity and originality drive our work, we support our creative approach with a commitment to make deep investment in the development of proprietary knowledge and software to help us create and select solutions. We also pioneered the development of consumer research models designed specifically for evaluating names and nomenclature. No other firm has more data on how sound symbolism, letter structure, rhythm, or consumer insights can affect a name’s performance.