The Lucent logo, the Innovation Ring, was designed by Landor Associates, a prominent San Francisco-based branding consultancy. One source inside Lucent says that the logo is actually a Zen Buddhist symbol for "eternal truth", the Enso, turned 90 degrees and modified. Another source says it represents the mythic ouroboros, a snake holding its tail in its mouth. Lucent's logo also has been said to represent constant re-creating and re-thinking.
After the logo was compared in the media to the ring a coffee mug leaves on paper, a Dilbert comic strip showed Dogbert as an overpaid consultant designing a new company logo; he takes a piece of paper that his coffee cup was sitting on and calls it the "Brown Ring of Quality". A telecommunication commentator referred to the logo as "a big red zero" and predicted financial losses.
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