Agilent's ETM business has new name

[mikeselectricstuff]

... and here's who Agilent paid to come up with "Keysight":

http://catchwordbranding.com/catchthis/in-the-news/unlocking-technology-insights-with-keysight-agilents-new-baby/

In Agilent’s case, this meant developing over 5,000 names exploring different themes, constructions, and approaches. After many rounds of selection (and elimination), Keysight emerged the winner.

Out of 5,000 names, Keysight was the best one they could come up with?

well maybe the best one for which the domain was available...

[JoeyP]

In Agilent’s case, this meant developing over 5,000 names exploring different themes, constructions, and approaches. After many rounds of selection (and elimination), Keysight emerged the winner.

Out of 5,000 names, Keysight was the best one they could come up with?

It's probably the same 5000 names they put in front of every single one of their clients. Oops, make that 4999 names.

[xrunner]

well maybe the best one for which the domain was available...

LOL probably right. Hell I would have bought the domain "Keysight" if I'd known they would have used such a lame name.

[Pat Pending]

Reminds me of Mr. Jelly from a UK kids show called the Mr. Men.
I think there was also a Mr. Quibble with an animated mouth action just like the logo.

[Co6aka]

That logo is one HORROR-ble looking AM envelope… Anyone with a AWG wanna code it up and post the demodulated audio?

[EEVblog]

It's probably the same 5000 names they put in front of every single one of their clients. Oops, make that 4999 names.

Just like astrology. The meaning can be made to fit any individual in any circumstance.

[komet]

Keysight sounds exactly like an SEO or web metrics company, and the logo also looks like it might be one. Dreadful.

Still, it's a better name for a measurement company than "Fluke" and they did alright.

[N2IXK]

The "fuzzy red waveform" logo seemed vaguely familiar to me from "somewhere", and I just found it.

A software package sold by Measurement Computing, called "TracerDAQ".  While not identical, certainly looks close enough to be arguably "derivative", especially considering both are being used for test/measurement products.

I wonder if anyone from Measurement Computing legal dept. has seen the new Keysense logo yet?

[steves]

And didn't Life Sciences used to be called Pharmacology & Biology?

[vk6zgo]

In Dave's unusual text rant,he ends up saying:

"why not go Back to the Future and call it B&D Technologies. Here is your new logo:"
& ends up with a pix of the eponymous (I've been dying to use that word) H & P standing in front of a garage.

Problem is that there is already a "B&D" involved with making "Rolladoors" for garages,who have been around nearly as long,so they might get upset!

Funnily enough,they tried to call it just "BD" some years ago,due to the connotations of "B & D".
( I always imagine some one gaffering their partner to the door & rolling it up & down)
The customers would have none of it,& doggedly continued to refer to the firm  as "B & D",so they gave up trying.

The Keysight logo does look like an early HP DSO trying to resolve an AM signal.

[EEVblog]

Problem is that there is already a "B&D" involved with making "Rolladoors" for garages,who have been around nearly as long,so they might get upset!

Yes, and I have one of course.
I deliberately left out that little Australian-ism, that would get in the way of a good point.

[N2IXK]

Here in the states, we have a "BD" (Medical Supplies), AND a "B&D" (power tools and small appliances)...

http://www.bd.com/us/

http://www.blackanddecker.com/

[Dave]

well maybe the best one for which the domain was available...

LOL probably right. Hell I would have bought the domain "Keysight" if I'd known they would have used such a lame name.

Doubt it. A couple of grand for a domain means nothing to them. If they are happy to give away equipment worth thousands for review, they wouldn't have a problem spending that much for a good domain. I bet they just suck at picking names.

[Stonent]

It seems this wasn’t their only logo choice though, as someone on the EEVblog forum quickly found out when they googled imaged the new name.

 

Altogon Technologies
Altagon Technologies (because, you know, the “o” could suck)

Well Alto and Alta (depending on language) could have different meanings. It could mean high or tall or large. So High-Shape technologies (groovy man!) or Tall-Shape, or Large-Shape.

[BravoV]

Choosing a name for an international company does have to be done pretty carefully. You have to dodge all same or similar sounding names (and logos) or suffer the inevitable legal hassles.

Look who was Apple needed to deal with on the word "ipad".  Oouchh ? 

[KTP]

I am going to register HappyLuckyInstrument.com....that name is brilliant...should be able to sell it for big bucks. 

[drtaylor]

When Danaher bought Fluke it didn't rebrand every DMM with Danaher. Smart move. Fluke is still Fluke as far as anyone buying one is concerned. You'd think HP would have done the same thing. This is what happens when marketing types take over companies started by visionary engineers. I've seen it many times, and I fear for what remains of HP/Agilent. As soon as it goes public it is in danger.

[vk6zgo]

Problem is that there is already a "B&D" involved with making "Rolladoors" for garages,who have been around nearly as long,so they might get upset!

Yes, and I have one of course.
I deliberately left out that little Australian-ism, that would get in the way of a good point.

Choosing a name for an international company does have to be done pretty carefully. You have to dodge all same or similar sounding names (and logos) or suffer the inevitable legal hassles.
And you need to not pick something that has local cultural issues or sounds like a colloquialism.

Apple sued Woolworths (Aust) over this new logo.

If I were Apple,I would quietly walk away----Woolies  is not a soft target!

[peter.mitchell]

Choosing a name for an international company does have to be done pretty carefully. You have to dodge all same or similar sounding names (and logos) or suffer the inevitable legal hassles.

Look who was Apple needed to deal with on the word "ipad".  Oouchh ? 

https://www.eevblog.com/forum/chat/agilent's-etm-business-has-new-name/?action=dlattach;attach=75544;image

Oh yeah?!

Ha!

[Nermash]

As always, beaty is in the eyes of beholders, and I can bet that if the new Keysmith 34461A sold for 50% less than Agilent 34461A, that beaty would be glowing hot:) I would be the first one aplauding that name change 

On the other hand, maybe the new name was choosen on purpose, to reflect the new company's aim at middle and lower segments of the market, and increased focus on other areas outside of USA.

And in the end, it does not really matter that much, people are still the most important factor in the company, without real people bringing new value even the fanciest of names will be just vaporware.

The good news is that Tektronix marketing guys now can have a field day: "Tektronix sight remained unchanged for 65+ years. That is our key" Tek people, just remember where you read it first!

[Dr. Frank]

Why didn't they chose 'dymec' or 'dynac' instead, as a logo 'dy', and printing that logo upside down on the new instruments? 

Frank

PS: http://www.hpmemory.org/news/dymec/dymec_page_00.htm

[vk6zgo]

Problem is that there is already a "B&D" involved with making "Rolladoors" for garages,who have been around nearly as long,so they might get upset!

Yes, and I have one of course.
I deliberately left out that little Australian-ism, that would get in the way of a good point.

I realise that,Dave,it was just the fact they were standing in front of a garage that tickled my sense of humour!

[jpb]

Not again! I've still not got over the change to Agilent.

I remember a colleague at the time saying that "Agilent" sounded like "Ailing Gent" and that picture has stuck in my head ever since.

"Keysight" is even worse - far too close to "Keystone" as in Keystone Cops!

A wikipedia link for those too young to have heard of them!

http://en.wikipedia.org/wiki/Keystone_Cops

[BobC]

I think they were going for a IBM/HAL thing

H+3=K
P+3=S

This was the first thing I noticed in the new name.

Shakespare had it right: "What's in a name?  That which we call a rose by any other name would smell as sweet."

Anyone for "Lucky Rose Instruments"?

[cidcorp]

After reading the eevBlog text entry on the name change, I'm not totally sure where Dave stands on the name change...   Come on Dave tell us how you really feel.

Maybe we should all post our own Logo and Name design to the forum, just for fun (not like we're not already busy enough).   I'd love to see what some engineers think the name and logo should look like - been a while since I fired up Adobe Illustrator.