Blackwater Revamps Image, Changes Name

Blackwater Logo

RALEIGH, N.C. – Blackwater Worldwide is still protecting U.S. diplomats in Iraq, but executives at the beleaguered security firm are taking their biggest step yet to put that work and the ugly reputation it earned the company behind them.

Blackwater said Friday it will no longer operate under the name that came to be known worldwide as a caustic moniker for private security, dropping the tarnished brand for a disarming and simple identity: Xe, which is pronounced like the letter “z.”

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Well we all know Blackwater has had some problems. The question remains will a fresh coat of paint make everything brand new or is this just a way to get some of their detractors off of their back?

Related: My interview with Portfolio Magazine regarding Blackwater and the rise of Private Security.

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