AT&T PICKS NAME
By Adnews Staff
U.S.-based AT&T has named its new systems and technology company Lucent Technologies. The company designs, builds and delivers public and private networks, communications systems and software, consumer and business telephone systems and microelectronics components. Lucent is one of three publicly held comapnies formed in a recent re-organziation of AT&T. Landor Associates of San Francisco came up with the name for the company as well as the logo, which is a red, hand-drawn circle. The company name will often be linked with the endorsement line, "Bell Labs Innovations." Bell Laboratories is the research and development arm of Lucent. FCB/Leber Katz Partners of New York is handling advertising for Lucent.
Five other divisions operate under the Lucent name. Network Systems provides public networking systems and software to telecommunications providers and cable companies. Consumer Products makes communications products for consumers, while Business Communications Systems makes them for companies. Microelectronics makes integrated circuits, optoelectronics components, power systems and printed circuit boards for the telecommunications and computer industries. Multimedia Ventures and Technologies provides advanced technology systems for government and commercial customers, and makes network access products. The other two companies that make up AT&T are the communications services company, which keeps the AT&T name and logo, and the business computing company called NCR Corp.