Lenovo rebranding storage products, demotes Iomega to entry-level gear

Remember when Cingular became AT&T, Federal Express became FedEx and RIM became BlackBerry? The next company that'll need to reprint its business cards is Iomega, which is seeing the bulk of its products rebranded as Lenovo EMC. The Iomega name will still exist, but only as the face for entry-level storage gear, while the StorCenter and EZ Media and Backup Center lines will now carry the livery of their corporate parent. Curious about the company's history before it became a marque? There's detailed PR after the break.