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What's in a Name?: Dec 1, 2000

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It’s true. PE is changing its name. The parent company of Celera Genomics and Applied Biosystems has been in dire need of a better handle ever since EG&G bought the right to spell-out Perkin-Elmer. In 1999, EG&G became Perkin-Elmer, and Perkin-Elmer was relegated to its own acronym. The confusion has been too much for customers to bear. (It’s still not uncommon to hear a technician refer to his “Perkin-Elmer 3700.”)

In October, stockholders approved the inspired new moniker: “Applera.”

Assuming that the naming effort has drained PE execs of whatever creative energy they had, we offer help on logos.

 

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