UK computer manufacturer iSiS-Ex has been forced into a rebrand due to the "negative connotations" its name evoked.
After decades in business, the firm has re-christened itself as Smart-Ex after admitting it suffered a difficult 2015.
Malton-based Smart-Ex bills itself as a manufacturer of intrinsically safe PCs and hazardous area computers.
On its website, the firm said it had "thought long and hard" about changing its name.
"But in the end, it was the right thing to do. We don't want our name to evoke unpleasant associations, as iSiS-Ex had begun to. That's not nice for our customers and it isn't nice for us. We're a positive business – the negative connotations do not suit us," it said.
Smart-Ex managing director Howard Gould added in the statement: "2015 has been a difficult year for us all, but thanks to our customers, suppliers, staff and stakeholders we enter the new year with vigour, committed to success, patiently waiting for the turnaround and ready to be of service."
Smart-Ex's rebrand comes a little over a year after channel-friendly VC firm ISIS opted to change its name.
Automation firms UiPath and Automation Anywhere close out their funding rounds with $265m and $300m respectively
View photos of last night's awards ceremony in London
View photos of all the winners from the 2018 Channel Awards
After a glittering awards evening in Battersea celebrating 25 years of the Awards, we are pleased to share the list of winners and judges' commended winners