|
TriviaThe new identity for the merger between the French Alcatel and US Lucent was designed by EURO RSCG Worldwide.
The logo is literal unity between Alcatel’s 'A' and Lucent’s 'L' which together form 'The Infinity Symbol'. According to the press release it should look like it is 'drawn by hand' portraying the combination of two great companies creating a better future for its employees, its customers and its customers’ customers. Alternatively he new identity also symbolizes the 'endless possibilities for the future of the combined company, and its commitment to being a strong, stable and enduring ally for our customers around the world.'
As glaring as the new identity is, the purple color is a rare choice in corporate and brand identity, and perhaps Alcatel-Lucent’s boldest move in establishing a recognizable brand - is a very hard color to pull off unless you are Barney.
And so as not to disappoint, there is plenty of rhetoric around the hue: a) '[Purple] combines the stability of blue with the energy of red' and b) '[purple] has traditionally symbolized power and ambition and is associated with wisdom, dignity, independence and creativity.' On the trying-to-not-be-generic typography they offer that it 'is designed to aid readability and comprehension with upper and lowercase letters.'
|
| |
|
|
