Other than creating the name, Lexicon is in no way affiliated with HDX. If you have questions about HDX products or need assistance, please contact Home Depot customer service at: 1-800-466-3337.

HDX - Developed by Lexicon Branding for The Home Depot

(The Home Depot)

Problem.

Home Depot needed a name for its house-label products that would support the master brand and provide a seal of confidence and quality.

Solution.

Acronyms have proven effective in aspirational categories like automotive, and we saw an opportunity to leverage the same idea for tools. Three simple letters reference the master brand in a fresh and distinctive way. Lexicon’s linguistic research showed that, in this context, ‘X’ connotes energy, excellence, and the sense of something premium.