Designers have to help charities break down prejudices

Michael Wolff has now twice criticised the Alzheimer’s Society’s use of the word ‘dementia’ in its logo (Letters, DW 4 October and 29 November). While his points are considered and reasoned, he misunderstands my support of the society’s stance (Letters, DW 11 October).

Of course, I am not supporting abusive language; I am fighting for clarity of meaning.

The word ‘dementia’ is a well-defined medical term that suffers from widespread public misuse. By substituting a warm and cuddly politically correct word in its logo the society would have achieved nothing (apart, perhaps, from attracting secret derision) while ‘dementia’ would have continued to be used and abused everywhere else.

In sensitive areas such as this, it is important for designers and writers to help charities educate and explain, instead of pressing them into window-dressing.

David Bartholomew, Managing director, Folio Creative Communication, Henley-on-Thames, Oxon RG9 2AA

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