Use of "THE" article in passage

In some passage, I've noticed that the "the" article is used before some words at the first time but it is not used at the second time before the words.

As example, In this passage:

You might be wondering about the origin of the C language and where it got its name. C was created by Dennis Ritchie at the Bell Telephone Laboratories in 1972. The language was created for a specific purpose: to design the UNIX operating system now known as Linux. From the beginning, C was intended to be useful—to allow busy programmers to get things done.

Because C is such a powerful and flexible language, its use quickly spread beyond Bell Labs. Programmers everywhere began using it to write all sorts of programs. Soon, however, different organizations began utilizing their own versions of C, and subtle differences between implementations started to cause programmers headaches. In rresponse to this problem, the American National Standards Institute (ANSI) formed a committee in 1983 to establish a standard definition of C, which became known as ANSI Standard C. With few exceptions, every modern C compiler has the capability to adhere to this standard.

ow, what about the name? The C language is so named because its predecessor was called B. The B language was developed by Ken Thompson of Bell Labs. You can guess why it was called B.

Ref: Teach yourself C in 21 Days. Bradley L. Jones, ‎Peter Aitken, ‎Dean Miller. 2013.

You may noticed in the passage that, "the" used before Bell Laboratories at the first time but the second time, the article "the" is not used. Why?

Is this is a rule of article? Or something else?