The name is an ad hoc derivation from the titan Atlas in Greek mythology who had been punished to hold up the Heavens after the Greek gods had overthrown the Titans. (The usual form of the word is Atlantean.) The derivation was reflected in the company's logo used from 2011 through to the 2017 re-branding through a blue X-shaped figure holding up what is shown to be the bottom of the sky.[7]