Brand recognition is usually a good thing. Unless you’re Blackwater Worldwide, that is. The military contractor who’s name has become synonymous with some of the ugliest chapters in the war in Iraq has decided that it would be best to change its name. Henceforth, they shall be known as Xe (pronounced “zee”).

So from now on, Xe will be the contractor that is banned from operating in Iraq. The State Department will be looking for a replacement for Xe, and the contractors facing 14 counts in manslaughter will now be Xe guards. Oh, and Xe is under review in Afghanistan.

The company says its attempt to rebrand reflects that it is moving away from “providing private security.” Cleansing itself of its sordid history is likely to take considerably more than an enigmatic new name.

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