On Semiconductor is now onsemi

[schmitt trigger]

On Semiconductor is now onsemi  Yes, in all lowercase letters.

My first reaction? WTF! 

Browsing its website it is obvious that the portfolio has been pare down. Significantly.
That strategy I totally get. They want to focus on higher profit margin devices, which commodity items definitely aren’t.
So. That is the reason to re-invent your identity, to rename your previous name all in lowercase?

To me this the semiconductor company formerly known as Motorola: SCFKAM.

[Cerebus]

Maybe the new head of marketing is an ee cummings fan?

[ataradov]

The logo looks like one of a million startups that make smart water bottles of other BS like that.

[sleemanj]

Everybody already shortened them to onsemi and their domain name was onsemi.com, so kinda makes sense to make that the actual name of the company.

[ataradov]

Yes, but all lower case? ON Semi would fine. But I guess they felt it was not enough of a change.

It will be awkward as hell to write documents where the name of the company goes first in a sentence. It will forever feel like something is missing.

[amyk]

The logo looks like one of a million startups that make smart water bottles of other BS like that.

But at least it doesn't say NO when you flip it upside-down...

[Circlotron]

Can you imagine Rolls Royce changing their name to something people have never heard of?
If you have a good name you don’t want to change it.
Unless you were Hewlett-Packard of course...   

[ejeffrey]

Yes, but all lower case? ON Semi would fine. But I guess they felt it was not enough of a change.

It will be awkward as hell to write documents where the name of the company goes first in a sentence. It will forever feel like something is missing.

Feel free to capitalize it as needed.  For instance the associated press recommends generally following the companies spelling but give considerable latitude to ignore cutesy capitalizations and punctuation if it looks awkward.      It's not your job to promote their logo.

[james_s]

I struggle to think of a corporate rebranding that didn't make me roll my eyes. Even more so since they are usually announced with such fanfare, it's hard to believe that there are people on the payroll who actually think changing an established brand to make it fresh or that coming up with gushing corporate wank actually impresses the people who buy the products. Marketers exist in a different reality than engineers.

[ANTALIFE]

meh, companies go through rebranding all the time. As long as they continue making good IC's then I don't think it's worth complaining

[Cerebus]

If you'd been inside a company while it was going through one of these rebrandings you might not say that. The amount of time, money and energy that gets wasted on them that would be better directed into, ooh I don't know - making sure that you don't run out of product, is colossal. It's also an indicator that there are idiots in charge, which is never a good sign if the continued smooth operation of the company in question is something that might affect you.

[magic]

Wait until the first page of every datasheet contains nothing but their new logo and a notice about name change

Kinda like they did to Fairchild a few years ago

LMAO, the first victims are here, they really did it
https://www.onsemi.com/pdf/datasheet/ne5532-d.pdf

Come on guys, you can do better. This one is still waiting
https://www.onsemi.com/pdf/datasheet/2n3904-d.pdf

[Cerebus]

Wait until the first page of every datasheet contains nothing but their new logo and a notice about name change

Kinda like they did to Fairchild a few years ago

OFFS, that really annoyed me with the Fairchild data sheets, and now they're doing it to their own.

Going back to my previous posting, just how much money is being wasted making sure that every datasheet gets updated. Then there will have been the hours and hours in meetings involving all the most valuable and most expensive people in the company (almost always the two are mutually exclusive) where they decided if the former Fairchild datasheets get one or two preface pages. Arrrggggghhhhhh ...

[tom66]

As a younger professional engineer, the result of this branding change has meant I have increased the number of onsemi™ parts used in my designs from zero to ten, which represents an infinity% increase in design wins.  The net result is that infinitely more parts will be purchased and so therefore the $100mn spent on the rebrand, marketing wa ...er, I mean consultants, updated datasheets, and frustrated greybeard engineers has been a net win.

[ataradov]

Wait until the first page of every datasheet contains nothing but their new logo and a notice about name change

Not only it is already happening, there are datasheets that have both new and Fairchild notice. Soon datasheets will have entire corporate history attached to them.

[langwadt]

I struggle to think of a corporate rebranding that didn't make me roll my eyes. Even more so since they are usually announced with such fanfare, it's hard to believe that there are people on the payroll who actually think changing an established brand to make it fresh or that coming up with gushing corporate wank actually impresses the people who buy the products. Marketers exist in a different reality than engineers.

you are probably not the intended audience. The numb-nuts at the stock-market that will run after anything "new" is

[Cerebus]

I struggle to think of a corporate rebranding that didn't make me roll my eyes. Even more so since they are usually announced with such fanfare, it's hard to believe that there are people on the payroll who actually think changing an established brand to make it fresh or that coming up with gushing corporate wank actually impresses the people who buy the products. Marketers exist in a different reality than engineers.

you are probably not the intended audience. The numb-nuts at the stock-market that will run after anything "new" is

I suspect that isn't the real audience. A few people inside a company that's rebranding might use that as an excuse, but the real audience is the instigators. They need to convince themselves that they are doing something. At least it is less destructive than any number of 'bright ideas' for changes in the company that they might have. It's surprising how much better companies work when the senior management don't do anything at all. Sometimes playing golf all day or going on junkets is the best thing they can do for the company.

[Tomorokoshi]

How about... two blue lines?

[langwadt]

I struggle to think of a corporate rebranding that didn't make me roll my eyes. Even more so since they are usually announced with such fanfare, it's hard to believe that there are people on the payroll who actually think changing an established brand to make it fresh or that coming up with gushing corporate wank actually impresses the people who buy the products. Marketers exist in a different reality than engineers.

you are probably not the intended audience. The numb-nuts at the stock-market that will run after anything "new" is

I suspect that isn't the real audience. A few people inside a company that's rebranding might use that as an excuse, but the real audience is the instigators. They need to convince themselves that they are doing something. At least it is less destructive than any number of 'bright ideas' for changes in the company that they might have. It's surprising how much better companies work when the senior management don't do anything at all. Sometimes playing golf all day or going on junkets is the best thing they can do for the company.

that  depend on whether you just want  a "boring" stable company that makes and sell stuff, or you want to make press releases create hype for investors and make bank on stock price ..

[schmitt trigger]

I think that is the ultimate reason.
Every thing else is just a smoke screen.

[TimNJ]

A bit perturbing to see a lowercase "onsemi" in Digikey search.

I don't mind the lowercase styling as part of the logo, but it seems that they truly want the formal name to be "onsemi", which is really awkward in writing because...you know...proper nouns are supposed to be capitalized.

[tszaboo]

At least it is not:
On Semiconductor is now ...
...
...
part of Analog Devices.

[magic]

Well, Analog is more into precision and exotic stuff...

Good news: there will never be "onsemi is now part of Texas Instruments".
Just look what happened to National

[mc172]

But at least it doesn't say NO when you flip it upside-down...

Surely that'd be !wǝsuo

[Circlotron]

It says something strange about human nature that people are getting worked up about a minor name change while there are so many other far more consequential things going on in the world right now. It’s like we make an issue of things we think we can handle and shut out things that are too big.