Landscapes of Global Capital
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This 1998 Lucent campaign is among the most straightforward sign campaign undertaken by any of the new power players in the communications technology sector. Their campaign presented elaborate visual flows of the company logo. Always circular in form, the Lucent symbol presents possibilities for endless visual puns. In this case, the pun is the connecting device. In this Lucent ad for example, the Lucent symbol is on business cards which have been arranged in wheels to convey the circles of time in clicking clocks, clocks based on the imagery of intermeshing gears to evoke the meaning of technological precision unifying global cities.

If you could have someone plan, design, build, operate, manage and maintain your communications network
Around the clock
Around the world
Wouldn't you?
Presenting Lucent Technologies Netcare
If you haven't thought about a better way to manage your network
it's time.
Lucent Technologies
We make the things that make communications work"

Always red and white against a bluish-white backdrop, the Lucent advertising strategy is simple and direct, a modest moment of conceptual art that seeks to associate the idea that we can make your networks run better -- "We make the things that make communication work" -- with the painted red circle. The symbol designates Lucent Technologies.

Sign Formulas & Branding
Signifying Clusters
Structural Frames

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© Copyright 1998-2003
Robert Goldman, Stephen Papson, Noah Kersey