Fios

(Verizon)

Problem.

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.

Solution.

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.