When the artist formerly known as Prince changed his name to nothing more than a single symbol, the music business and his fans went along with it. But when an industrial company changes its name and then insists it must be written only in capital letters (like BAE SYSTEMS has requested, or ALSTOM has tried, among others too numerous to mention) it always ends in trouble.
The national press has come up with its own interpretations of the new identity. BAe Systems, says The Financial Times; BAE Systems, says The Guardian; and Baesystems according to The Daily Telegraph on Wednesday.
The message from engineers to all the marketing types in our engineering companies is simple: if you specify something that your customers find impractical or pointless, they’ll ditch it, ignore it, or invent their own way to get round it.