criticised, as the logo was to be, both internally and externally. Corporate communications and business cards included the strapline 'Bell Labs Innovations' in a bid to retain the prestige of the internationally famous research lab, within a new business under an as-yet unknown name.

This same linguistic root also gives Lucifer, "the light bearer" (from lux, 'light', and ferre, 'to bear'), who is also a character in Dante's epic poem ''Inferno''.