Also over time, many lamp manufacturers have chosen company names based on the Greek word "Helios" for sun. In the UK alone I can think of three old lamp manufacturers with such names, these being Heliolight, Helios and Heliotron. It seems logical that somewhere a glow lamp company may choose the name Helioglow.
I agree with Max that from the colour of the discharge, this would appear to be an argon lamp. It is possible that it could contain a percentage of helium gas but I am not sure why anyone would want to do that, I can only think of applications for an essentially pure helium lamp which would have a pink/buff coloured discharge.
Still, its a very nice design of lamp you have there with a most unusual electrode arrangement!
Best regards,
James.