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Tektronix unveils new logo, strategy as it turns 70

04 Feb 2016  | Julien Happich

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Pat Byrne

Tektronix President Pat Byrne with the new company logo.

Seventy years strong and now Tektronix has revealed a new logo, which is only the third in the company's history. More important than a logo, the company detailed a new brand strategy centred on applications.

Tektronix President Pat Byrne revealed that the company is shifting gears to be more application focused rather than being so hardware focused. This is a general trend seen not only in the test industry, but in others as well. That doesn't mean the Tektronix is moving away from its test instrument hardware, but it will be increasing its emphasis on software and applications for specific measurements.

Based on the new strategy, you can expect to see more specific measurement options for Tektronix test equipment, particularly in oscilloscopes and RF spectrum analysers. Measurements that are "triggering" software specific applications include power, signal integrity (jitter and PAM4) and wireless RF (cellular, Wi-Fi, Bluetooth and others).

Old Tektronix logo

The previous Tektronix logo has been retired.

Byrne explained, "Many engineers are not measurement specialists. They don't have time to learn the ins and outs of test equipment."

When asked if Tektronix is seeing the influence of the maker movement, Byrne said that is part of it, but it's mostly based on time pressures to get new products to market as quickly as possible. This is a trend that can be heard across the board from people in the test industry.

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