INS engineers BTR Siebe name

INTERBRAND NEWELL AND SORRELL has presented five potential names to senior management at BTR Siebe, the interim name for the company formed by the recent merger of engineering groups BTR and Siebe.

The new name is likely to be agreed and announced from the shortlist within the next month, says INS project director Adrian Harwood. The consultancy is also working on an identity for the 9bn company, which merged last month.

“We have presented senior management with a shortlist of names. They will hold a ballot and pick one. It will then have to be approved at an extraordinary general meeting,” says Harwood.

“The key element of the names we have put forward is to endorse the reasons for the merger. The new company will be a world leader in controls and automation and we want to convey its hi-tech nature,” says Harwood.

“We also want to create a name that is memorable. Don’t read anything into this, but a name like Apple doesn’t suggest computers, but is very effective,” he says.

The launch of the name will form part of a phased roll out of the new corporate identity, with the new “name style” coming next. Harwood would make no further comment at this stage.