de bene esse: literally, of well-being, morally acceptable but subject to future validation or exception
"Columbia" is the correct spelling for the sportswear company. The Columbia River that runs through Washington State & Oregon is one of the largest rivers in America, its massive Grand Coulee Dam generates electricity.
'Columbia' is also the classical female figure that represents the spirit of the US just as 'Britannia' represents Britain. Columbia is depicted in artworks, sculptures, statues etc.