New Year, new life...this must have been the motto of Alcatel Shanghai Bell for 2009. In fact the Alcatel & Lucent merged company has launched its new brand name and logo starting from January 8th 2009: from Alcatel Shanghai Bell to Alcatel Lucent.

Name and logo go back to the companies’ history – by combining two solid equities and evolving them in a rejuvenated brand for the telecom industry in China – but also communicate strongly on the Chinese identity.

The upper half of the logo - “Shanghai Bell” – is designed in traditional Chinese cartography style in non simplified characters; the lower part of the logo carries the new brand name in Romanic along with a stylized representation of the Alcatel’s “A” and Lucent’s “L” in a barely closed loop that looks like a slightly tilted figure 8.

The new brand name and logotype serve as a significant step in the process of Alcatel Lucent development. It indicates the company’s determination to be strongly rooted in China while keeping its international resources.

Indeed, the brand new visual and verbal identities send a clear message to the customers: Alcatel Lucent will carry its heritages into the future providing continuity and stability as well as dynamism and innovations.

So when Chinese consumers will start seeing the new logo around, will they feel closer to the brand? Undoubtedly, this is something the company wishes to happen.