Atlas is the son of the Titan Iapetus
and Clymene (or Asia
), and brother of Prometheus
. Atlas was punished by Zeus
and made to bear the weight of the heavens (the idea of Atlas carrying the Earth is not correct according to the original myth) on his back. One of Heracles's
labours was to collect the apples of the Hesperides, guarded by Ladon
. Heracles went to Atlas and reasoned with him. Eventually, Atlas agreed to collect the apples, and Heracles was left to carry the weight. Atlas tried to leave Heracles there, but Heracles tricked him and Atlas was left to carry the heavens forever. In his epic Odyssey
refers to this Atlas as "one who knows the depths of the whole sea, and keeps the tall pillars who hold heaven and earth asunder".
We choose "ATLAS" for our logo because we wanted our alu panniers to refer in strenght and power.