Is that Athletics Australia or Australian Athletics? I’m not sensing the strongness.
Did you read any other part of my post? Because I was very clear the the name change constitutes a tiny part of the whole project. Have you read any of their current communications and compared it with previous ones?
Didn’t think so.
Americans Anonymous. “We apologize for the current administration”
Hey! Don’t bring a serious discussion in here where we’re poking fun at a MAJOR ANNOUNCEMENT around (let’s face it) a pretty minimal change.
Next you’re going to tell us that Wal*Mart changing its font to bold was a “bold stroke” (pun intended).
In all seriousness, I get what you’re saying. Yes, the name change is minimal, but if you want a clean sweep fresh start, using the old name would just get in the way.
My bad. I shouldn’t look at these boards during work hours with a shiny new set of brand guidelines to proof read in front of me. Please go back to taking the p*ss!
Maybe not everyone is as enamored of brand consulting as you are.
They’ve got problems? When I bought a super comfy dressing gown from a cheapo shop, it wasn’t till I got it home that I noticed a modest branding on the chest: Bedroom Athletics.
Just here to fight some ignorance my friend.
It has a ring? Wouldn’t that be the Australian National Union of Sports?
It’s not even the stupdest re-brand in Australia in the last few years.
Our official Government weather department is the Bureau of Meteorology. Known as the BOM (pronounced Bomb’. Yeah - cool name!
The website is ‘BOM.gov.au’.
There is a very serviceable official weather app on your phone labelled ‘BOM’.
People don’t say ‘Check the weather’ - they say ‘Check the BOM’. ‘What’s on the BOM’. etc
It is a brilliant brand name.
However, despite it being the simplest, easiest, coolest name for a Government department that isn’t even a commercial organisation, someone decided to pay some ‘Branding Consultants’ a large-ish sum of money to come up with a new name.
Ready?
“The Bureau”.
No joke.
Fortunately after about 12-24 hours of derision, howls of laughter, and complaints about ‘Waste of Taxpayers money!’ etc…
It has never been mentioned since. And the ‘BOM’ it remains.