As a top naming company we consider the words we can find, generate and nuance to be the most critical part of our offer. The Appella lexicon is one of the landmark features of our Black Box. It contains 3 times as many words as an equivalent human vocabulary and includes Latin and Greek words, idioms, phrases and many other word types. By typing in key descriptors, the most appropriate words for a brand naming or brand identity project can be rapidly summoned and ranked. As experienced global brand naming consultants we will then select the most appropriate words for development by our very human brainstormers but also within the black box.