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Silicon Graphics will switch to SGI name

Published on .

Silicon Graphics Inc. plans to change its name to SGI, adopting its short-hand identity. The computer marketer has been mulling a name change as part of a comprehensive brand study with Landor Associates, San Francisco. SGI's new look will be featured in a $10 million brand campaign under development at McCann-Erickson Worldwide, San Francisco, which this spring won SGI's global account. SGI executives weren't available at press time.

Copyright August 1998, Crain Communications Inc.

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