Take off

Makers of corporate identities have long admired synthetic names that begin and end with the same uncommon consonant. Kodak and Xerox are the two best examples of this much copied phenomenon.

But QinetiQ had until now seemed less resonant, as well as being harder to spell. That is, until the company’s sponsorship of a ballooning world record attempt went wrong – or right, in terms of press coverage. Here’s one of the many news reports, from Reuters, to give the company a name check.

This is QinetiQ, in case you’re still wondering who they are.