ISIS is formally surrendering — its name, that is.

The University of B.C.’s ISIS Research Centre announced Monday it was time for a rebrand, given the negative associations that could be made between its moniker and that of the Islamic State in Iraq and al-Sham.

“Hello ISIS Friends and Partners!” read the announcement by the centre, which is part of the Sauder School of Business. “In light of the escalating and violent events associated with the name ISIS in the last several months, and after serious discussions with our stakeholders, we have decided to rename the ISIS Research Centre.”

A cursory glance at the centre’s 2012 annual report gives a picture as to why the name change makes some sense.

“This was another exciting year for ISIS,” it began, before detailing some of the inroads the organization had made in priority areas. With the term ISIS dominating international headlines in connection to terrorism and violence in Iraq and Syria, some may find it hard to read a sentence like that with a straight face.

James Tansey, the executive director of the centre soon-to-be-formerly-known-as ISIS, said he did not want to risk missing out on potential sponsorships on account of the name.

“We just decided that given (the other) ISIS really seems to be sticking around that at some point we just need to bite the bullet and make the change,” he said.

Tansey said the research centre’s name is not an acronym, but a reference to the Egyptian goddess Isis, stylized in uppercase for visual effect. He said the name was meaningful for the centre, given that Isis was considered a protector and a goddess of fertility who listens to the dreams of the wealthy.

The centre aims to use business tools to push social innovation and sustainability, according to its website.

The centre’s new name will be announced within the next two weeks, said Tansey, adding that he hoped the rebrand would be a chance “to get our story out.”

There is still no word on whether ISIS Canada, an art therapy training institute in Toronto, ISIS Essentials, a health, beauty and adult erotica shop in Nelson, or Vancouver’s Isis Beauty Studio plan to change their names.

mrobinson@vancouversun.com

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