The Channel logo

News

By | Tim Richardson 28th November 2005 12:49

Trademark dispute prompts Purple Sun rebranding

Somewhere the Sun don't shine

Internet monitoring outfit Purple Sun has been forced to rebrand following a long-running trademark dispute with Sun Microsystems. It seems the computer giant got the hump with Purple Sun's use of the word "sun" and blocked its application to trademark the name.

As a result of a protracted dispute UK-based Purple Sun has turned to the Classics for inspiration for its new branding. At a cost of £70,000, Purple Sun is now known as Epitiro, which derives from Ancient Greek and means "to guard" or "watch over" and, according to the company, "more accurately represents the company's product offerings and strength of service".

Asked why the company was rebranding a spokesman for Epitiro told us: "We will confirm that the rebranding activity from Purple Sun to Epitiro was conducted in response to a trademark dispute with Sun Microsystems. We do not feel we can comment further on the specifics of this issue.

"Despite this, the new brand marks the company's focus on Internet service monitoring and will be an asset to its international marketing drive."

No one from Sun Microsystems was available for comment at the time of writing. ®

alert Send corrections

Opinion

Alexandre Mesguich

Change is order of day as tech giants shift strategy gears
Partnership

Frank Jennings

Confused? No problem, we have 5, no 6, no 7... lots of standards

Chris Mellor

VC sequence could end not with a bang, but a whimper
Sad man stares glumly over boxed contents of desk. Image via shutterstock (Baranq)

Features

money trap conceptual illustration
Big boys snare the unwary with too-good-to-be-true deals
Angus Highland cow
Pet carriers not wanted for whitebox stampede
FBcoldstoragearray
Sorry OpenStack and Open Compute, we're not all Facebook
Gary Kovacs, CEO of AVG. Pic: World Economic Forum
Scammy download sites? Government snooping? Run of the mill for Gary Kovacs