Interbrand has renamed North Devon College as Petroc. What is your favourite renaming project, and why?

Renaming projects is inherently tricky. The quickest fix is simply glueing words, names or initials together to create something perceived to be greater than its parts. There’s an immediate loss of familiarity and understanding in the creation of any ‘new word’. A favourite and recent phenomenon is ‘conjoined celebrities’. Established renames such as Brangelina or Beniffer, and the commercial equivalents such as Nylon, become hybrids that have to create history rather than redefine it. It creates a new set of issues while whitewashing the old.
Michael Lenz, Creative director, Draught Associates

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