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IS IT an art or is it a science? Logotechnics – the discipline of composing new words – lies somewhere at the borderline. If they wanted to, composers of new names for cars, perfumes or other products could call themselves logotechnicians, but they would probably prefer to cloak their work in creative mystery and be known as brand consultants. Scientists, on the other hand, might be expected to behave with more rigour when naming things. And as befits that view there turns out to be only one authoritative source for the scientist who wants to practise logotechnics. That is Roland…