Avaya is an enterprise communications and customer experience technology company that was formed in 2000 as a spin-off from Lucent Technologies. Its visual identity has evolved twice since the original wordmark debuted, most recently with a brand update announced at the company’s ENGAGE conference in 2023.
Design and History
Avaya’s original logo was introduced on June 27, 2000, when Lucent Technologies announced the name of its Enterprise Networks Group spin-off. The company described the new logo as a “word mark formed of letters that fit together and enhance one another,” with a red color described as “bright and strong” that honored the company’s Lucent Technologies heritage. The name and logo began appearing in advertising and on company buildings and vehicles in the weeks following the announcement. [1]
In 2018, Avaya launched a new mission statement, tagline, and refreshed visual identity. According to a company executive, the update included “a new visual identity that reflects the modern, innovative, customer-focused company that we are.” [2]
The most recent brand evolution was announced at Avaya ENGAGE in 2023. Kim Howland, Avaya’s global vice president of marketing, described the update as the result of “months of creative brainstorming and collaboration” that reflected the company’s aspirations as a transformed business. The refreshed brand was presented alongside new product innovations and partner announcements at the conference. [3]
Meaning and Symbolism
When the Avaya name was unveiled in 2000, then-president and CEO Don Peterson explained the reasoning behind the choice: “Avaya sounds open and fluid, reflecting a company that’s open-minded and that provides seamless, effortless interconnections among people and businesses.” [1]
The 2023 brand update was framed around a promise that Avaya would remain a trusted partner, reliable collaborator, innovation provider, and inspiring visionary for its customers. The company stated that the new image was a celebration of its transformation and a declaration of intent about what customers and partners could expect from the brand. [3]
Typography and Design
Avaya’s current corporate site uses the Avaya wordmark in a stylized form, and the company’s product branding includes marks such as “Avaya Infinity,” which a trademark filing describes as stacked words in stylized font with an infinity symbol extending from the letter Y. [4] The company’s legal notices identify “Avaya, the Avaya logo” as registered trademarks of Avaya LLC. [5]
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