Identica has rebranded Israeli hi-tech company Network Solutions as Lightscape Networks.
Optical solutions provider Lightscape has been subject to much speculation in the international press that it is a takeover target for Nortel Networks.
Lightscape parent company ECI Telecom has been reported to be in advanced discussions with the Canadian giant.
Lightscape spokesman Michael Swack dismisses any deal with Nortel as a rumour, denying it is the reason for a rebrand. “We are not looking to be bought out – the identity overhaul is to set us apart in the optical sector,” he says.
Identica was appointed to the project, worth “under £500 000” according to Swack, following a pitch against unnamed international consultancies. It has developed a circular icon for the company following a strategic analysis of its brand.
“Although Lightscape is an Israeli company, it wants to project a global image,” says Identica project manager Marika Beneventi.
The identity rolls out in Europe and the US from this week.