Feeds

NetApp changes name to NetApp

Now 37% easier to say than Network Appliance

Next gen security for virtualised datacentres

Network Appliance today will start saving you a precious half-second from your day by officially shortening its name to NetApp.

Along with formalizing its long-held nickname, the data storage firm has snagged a new logo, a new slogan ("Go further, faster,") and a website redesign.

Check out the website: Here, here! — it is the beating of his hideous heart!

The task of explaining its change falls to NetApp co-founder and executive veep, Dave Hitz. On his company blog, Hitz spends an exhaustive 890-plus words meditating on the brand abridgment as if he's stumbled upon some Aristotelian truth. Fortunately, Hitz bolds the good part and sticks it up on the second paragraph— we're looking at the words "brand" and "awareness."

NetApp's working theory is that most people are extremely stupid. (While experimental evidence may support their logical and self-consistent model, we feel it's always nicer when a company humors us.) Hitz hypothesizes that confusion abounds from people calling the company a wide variety monikers.

For instance, there's Network Appliance, NetApp, NetApps, Network Applications, Networking Apocolocynposis, and sometimes @%*#ing @%*& when injured shins get involved. A bungled brand name is apparently the reason why everybody doesn't purchase their own personal 1,100TB primary storage appliance.

So now the company is just NetApp. It's legal and everything. Ta-da:

The company describes the new logo as a "bold blue gateway, designed to convey NetApp's strong history in the data management business and its commitment to innovation and customer service."

Fellow Reg hack Ashlee Vance thinks it looks like a house. This journalist sees a stool. Our neighbor down the hall thinks it looks like — well — he sees inappropriate things everywhere. How about you, sirs and madams?

NetApp CEO gets another hat

The company also said today it has appointed NetApp CEO Dan Warmenhoven as its new board chairman, replacing Don Valentine who held the position since 1994.

Valentine will remain on the board with a business card-busting title created just for the occasion: "Lead independent director of NetApp."

NetApp chief operating officer, Tom Georgens, has also been tapped as the 11th member of the board. There goes the even teams for Old Maid. ®

The essential guide to IT transformation

More from The Register

next story
The Return of BSOD: Does ANYONE trust Microsoft patches?
Sysadmins, you're either fighting fires or seen as incompetents now
Microsoft: Azure isn't ready for biz-critical apps … yet
Microsoft will move its own IT to the cloud to avoid $200m server bill
Oracle reveals 32-core, 10 BEEELLION-transistor SPARC M7
New chip scales to 1024 cores, 8192 threads 64 TB RAM, at speeds over 3.6GHz
US regulators OK sale of IBM's x86 server biz to Lenovo
Now all that remains is for gov't offices to ban the boxes
Object storage bods Exablox: RAID is dead, baby. RAID is dead
Bring your own disks to its object appliances
VMware vaporises vCHS hybrid cloud service
AnD yEt mOre cRazy cAps to dEal wIth
prev story

Whitepapers

Implementing global e-invoicing with guaranteed legal certainty
Explaining the role local tax compliance plays in successful supply chain management and e-business and how leading global brands are addressing this.
7 Elements of Radically Simple OS Migration
Avoid the typical headaches of OS migration during your next project by learning about 7 elements of radically simple OS migration.
BYOD's dark side: Data protection
An endpoint data protection solution that adds value to the user and the organization so it can protect itself from data loss as well as leverage corporate data.
Consolidation: The Foundation for IT Business Transformation
In this whitepaper learn how effective consolidation of IT and business resources can enable multiple, meaningful business benefits.
High Performance for All
While HPC is not new, it has traditionally been seen as a specialist area – is it now geared up to meet more mainstream requirements?