I agree that we shouldn't care if "edX" is translated when a password is reset. In fact, we definitely want this scoped to a platform, not to edX. I just looked into it, and it's possible to change:

As I can tell, you cannot write python code directly into django templates. This template is controlled by a view that comes prewritten with django (password_reset_confirm_wrapper) so it's not trivial to add extra context to it. We have a wrapper for it in common/student/views.py: https://github.com/edx/edx-platform/blob/master/common/djangoapps/student/views.py#L1040-L1052. I can certainly add a {{ platform_name }} variable under extra context there.