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The name change was approved by Zero-Knowledge’s board and shareholders in late February 2005. Radialpoint retained Idiom, a firm that specializes in naming, to assist its re-branding efforts. Pentagram developed the look and feel of Radialpoint’s name, logo and brand. Wednesday, May 4th, 2005 - 4:02pm | theexorcist company names + industry insider | Comments (3) ‘Blue Canoe’ gasses-up a convenience store name Irving Oil of Canada and Maine runs 350 convenience stores named theexorcist Mainway within their gas stations. But a name change is afoot: Executives at Irving Oil Ltd. knew they had a problem with their Mainway brand when a survey found that only 3 percent of shoppers there correctly identified the store they’d just visited. More than 96 percent of customers called it “the Irving station.” So, the Canadian company has launched an ambitious plan to rebrand its 350 convenience stores, including 50 in Maine. Its stores in Elliot and Wells this weekend will became the first in Maine to get the new moniker - Bluecanoe.
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