Originally the name of an ancient Egyptian goddess, in Oxford “Isis” is simply the name for the River Thames within the city’s borders. And the name’s been preferred in marketing, with organisations and companies wishing to discreetly vaunt their Oxford links.
But considering that the development of the militant group understood by some as Isis – an acronym for Islamic State of Iraq and Syria – has the word end up being too poisonous for daily usage?
After all, there seems no chance back for the swastika – initially a sign suggesting “good luck” or “wellness” up until it was purloined by the Nazis.
So who’s rebranding and who’s sticking to the name?