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www.insideHALTON.com | OAKVILLE BEAVER | Thursday, September 10, 2015 | 4 Name associated with violence leads clinic to make a change continued from p.1 The Sunni militant group, active in Iraq and Syria, is now the target of a U.S.-led international mission. The clinic, which provides a treatment to address infertility and related issues such as natural cycle monitoring, ovulation induction, intrauterine insemination, in vitro fertilAn Oakville fertility clinic has changed its name to The Reproductive Care Centre (RCC) to distance itself ization and urology, has a new logo and webfrom the group that goes by the name ISIS and is the target of a U.S.-led international mission. | photo by Riziero Vertolli ­ Oakville Beaver (Follow on Twitter @halton_photog or facebook.com/HaltonPhotog) site, www.rccfertility.com, to go along with the name change. It's among several GTA businesses struggling to rebrand after finding themselves sharing an All you can Buffet (Lunch or Dinner Tues - Fri) acronym with the Islamic militant group. "No one wants to be associated with a negative entity," said Michele Clayborne, vice-president of public relations with Imperus Technologies, formerly ISIS Lab, in Mississauga. Clayborne told the Toronto Star last year, the staurant gaming software provider decided to rebrand Sweets & Re during summer after ISIS began to make international headlines. The name change took Weekday effect early last October. $ 99 From Isis Studio, a photography and film rental 11am-3pm studio in Toronto, issued a press release last $ 99 From year distancing itself from the other ISIS as 5pm-9pm well. JUNIOR (3YR - 11YR) $8.99 Kids (2YR & Under) $ Free "While in no way does Isis Studio condone the deplorable actions committed by the mili2345 Trafalgar Road · 905-257-0808 tant group, otherwise known by their acro- We chose the name ISIS when we opened in 1999 because in Egyptian mythology, Isis was the goddess of sky, nature a fertility. While the name was appropriate at the time, the term is now associated with religious extremism and sectarian violence. It has become the antithesis of what we represent. Reproductive Care Centre (RCC) 10%off at All You Can E n ria a t e g e V % 0 0 1 fEt f u B a s o Sam SpeCiaL LUNCH 10 EAt Dr. Mathias Gysler 2 /$1 DiNNeR 11 nym I.S.I.S., the unfortunate coincidence of sharing a name with a group who commits unspeakable acts of violence against innocent people is never an easy one to bear," owner James Waring wrote last October. Waring said he is considering changing the name of his studio, which is less than a year old, but is unsure because of the costs associated with rebranding. "It's such a coincidence that even we're still kind of shocked that it happened," said Waring. -- with files from Toronto Star MSRP $279.95 with 16" bar Fortunately, the hearing instruments of today bear no resemblance to those produced even 5 years ago. Research to improve the quality and naturalness of sound has resulted in digital instruments that perform up to patient expectations. If you haven't listened to a hearing aid in the last 3 years, come in for a TEST DRIVE* and prepare to be amazed! "The Alta has a 97% overall patient satisfaction rating!" · *No obligation TEST DRIVE (wear hearing aids for 2 weeks without paying for them to experience the benefit in your daily life) · Government grants available, WSIB, VAC, ADP and private insurance plans. If you've forgotten what fair, professional service feels like, call us and prepare to be amazed! Satisfaction guaranteed! $ 19995 MSRP $229.95 Pressure Washer RE 88 NEW $ Handheld Gas Blower BG 55 17995 MSRP $229.95 CURRENT POWER MACHINERY 1661 LAKESHORE RD WEST MISSISSAUGA, ON L5J 1J4 See www.currentpowerinc.ca 905-822-4211 Call (905) 465-3277 (EARS) to book your complimentary hearing test ($60 value, Age 55+) OAKVILLE 2419 Marine Drive