San Francisco-based marketing firm Landor Associates Inc was the company responsible for Silicon Graphics Inc changing its name to SGI recently, and insisting the letters stand for servers, graphics and insights – a process said to have cost SGI some $3m. But Sun Microsystems Inc CEO Scott McNealy, who immediately suggested that Hewlett-Packard Co should rename itself Hospitals and Printers might have been nearer the mark than he thought. HP has now hired Landor to rename the testing and measurement side of its business along with advertising firm McCann-Erikson to help with the launch. The computing and imaging side of the business will keep its own name.
