Creating a Corporate Identity for a 20 Billion Startup Lucent Technologies Stephen A Greyser Peter L Phillips 1999
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Lucent Technologies is a 20 billion start up company that is leading the way in the Information Age by enabling customers to connect and interact through wireless, high-definition, and optical communications. The company’s vision is to be the leading provider of telecommunications technology and services to global businesses by leveraging a combination of innovation, customer focus, and technology leadership. Lucent’s corporate identity reflects the company’s vision and purpose. It features a modern, elegant design that reinforces its innovative and customer-focused
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Creating a Corporate Identity for a 20 Billion Startup Lucent Technologies Stephen A Greyser Peter L Phillips 1999 I wrote in my college newspaper on the 20th of May 1999, the day after the first board of Lucent Technologies was announced. I did this on the first day I had taken my first look at Lucent’s newly released logo and identity for its future corporate identity. Here’s what I thought about this. “A New Corporate Identity: A Logo
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Lucent Technologies’ image was a mess. The company was reeling from accounting problems, management changes, and investor fears that a recession was looming. The old identity—wholly generic and ineffectual—had helped Lucent to achieve market leadership in the late 1980s and early 1990s. But this was no longer the case. So I decided to start from scratch and create a new identity that was more powerful, less confusing, and more relevant than the old one had been. First, I asked myself what
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In order to make Lucent Technologies stand out as a company with an incredible global reach and an even stronger desire for a corporate identity, I will discuss several possible directions for their design: 1. A branding campaign and logo that is instantly recognizable globally. Its identity should be as simple and recognizable as possible to avoid confusion or mishaps. For this, the company’s current branding could be extended to become an entire logo system, which would consist of a simple monogram consisting of three main elements: a
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1. Corporate Identity: The first step in establishing a brand was to define its essence: it’s not the same as a product, service or message (see “Defining the Brand” by Michael Porter); and it’s not like an image, as a tagline. The essence of a brand, for any company, is the story of the company’s past. For Lucent Technologies, the story is “Leading the World with Intelligent Mobility.” It’s the first (LTE/UMTS/
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In the early 1980s, Lucent Technologies Inc. (NYSE: LU; Nasdaq: LU) was at the very beginning of its journey, struggling to come to terms with a start-up, tech-savvy world. Our board knew we needed a strong corporate identity that would help us stand out as a company of high value, technical brilliance, and financial prowess. Lucent Technologies, Inc. Created in 1998. We began by developing a corporate identity for
VRIO Analysis
VRIO analysis (value, relevance, innovation, and ownership) is a powerful analysis tool. I’ve used it for creating the visual identity of Lucent Technologies. The logo is based on a single letter ‘L.’ Each part is a new product: long-distance phone, low-power semiconductors, wireless communication. The colors are a key to the essence of Lucent Technologies. In the Lucent logo, I drew on several key principles of creativity and design. The boldness of the ‘L,’ the brightness and
SWOT Analysis
1. Check This Out Company Goal: to create a global leader in the technology space. a. Identify the Company’s Unique Selling Proposition (USP): Lucent Technologies is known for its high-performance semiconductors and digital signal processing, which make it an ideal partner for telecommunications, government, aerospace, and military systems. b. Define the Company’s Positioning: Positioned as a leading developer, manufacturer, and seller of integrated circuits and semiconductors (ICs), Luc