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On Semiconductor is now onsemi

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

My first reaction? WTF!  :palm:

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.

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