Horse chess-piece

Weird little bit of news today. Springer has adopted the horse chess-piece as its new umbrella branding logo. It's reported both on KnowledgeSpeak and on the Springer site. In itself that's not weird, as chess has long been associated with intelligence and the German name for the horse chess-piece is springer. The weird thing is, of course, if they're so intelligent, why couldn't they figure out that the English name for the horse chess-piece is the knight. It's not like it's hard to find sites where they list the names of the pieces in different languages.