Intel hired marketing firm Lexicon Branding, which had come up with the name "Pentium", to devise a name for the new product. The San Jose Mercury News described Lexicon's reasoning behind the name they chose: "Celer is Latin for swift. As in 'accelerate.' And 'on.' As in 'turned on.' Celeron is seven letters and three syllables, like Pentium. The 'Cel' of Celeron rhymes with 'tel' of Intel."