HP set to rebrand imaging devices

Trademarks Another set of trademarks, this time relating to Hewlett Packard, has made its way to the offices of The Register. And it appears HP might indulge in quite a bid of re-branding, particularly on its printer, fax and imaging products like scanners real soon now. It has registered this image above and at the same time it has registered another four marks. The other four are Eliptica, which will be applied to its toner and ink products; DeepCanyon and Smartanswer, which relate to services; and ImageMagnet, which relates to digital image editing. A reader has pointed out to us that HP already owns the name Apollo, after it acquired the workstation company 10 years ago. Unfortunately, we are old enough to remember this and during a journalist gong presentation sponsored by HP were sat with some ex-Apollo employees including, believe it or not, one Bob Apollo, who worked for Apollo... Apollo, is not necessarily the Roman equivalent of Helios, the sun god, who seems to have lived on the island of Rhodes. No wonder the earth there is sort of scorched. (Since we first posted this story, a Greek reader has emailed us to say Rhodes is a delightful island. We have to agree -- we've been there. But it does get pretty hot. Another Greek reader writes: I just read your article with title mentioned at the subject of this email. Although my knowledge of the copycat Roman Gods is limited (no reason for a Greek person to learn Roman alternative names for the same Greek mythological entities) and I cannot swear that a Roman "Apollo" does not exist, I can say with some certainty (it's been 20 years since primary school...) that Apollo was one of the 12 Gods of Olympus, the God of poetry and music. And since I could not recall his relationship with Rhodos island, I read in the Cambridge paperback encyclopaedia that his shrine is on the sacred island of Delos - hardly a tourist destination compared with Rhodos. MM) ®