Having a terrorist group for a namesake is no picnic, and the mobile payment platform called Isis has decided to rebrand. Everybody’s doing it nowadays, it seems. The jihadists formerly known as ISIS also engaged in a bit of image management recently, changing their name to the simpler “Islamic State,” or IS.From the Isis CEO’s statement:
Four years ago, we went in search of a brand that could embody this vision. We wanted a name that brought to life our company and our values. Above all, we wanted a brand that captured the simplicity of our mobile wallet experience. We chose Isis.Recently, we have observed with growing concern a militant group whose name, when translated into English, is Islamic State of Iraq and Syria – often referenced by the acronym ISIS. […]However coincidental, we have no interest in sharing a name with a group whose name has become synonymous with violence and our hearts go out to those who are suffering. As a company, we have made the decision to rebrand.
Companies have found themselves sharing the names or icons of evil before, of course. A reminder: