Vox Pop

With the London College of Printing changing its name to the London College of Communication, what other bastions of the establishment do you think could do with a change of name to project a more accurate image of what they do?

‘Once you start looking, you find them everywhere. The British Museum? Hardly. The Imperial Theft Museum, more like. And Notwork Rail says it better, I feel. But can someone help me with the Royals? Royal Society, Royal Institution, Royal Academy, Royal Family – what do they do, what are they for?’

Oliver Wingate, Writer

‘Times change. Sometimes names need to change, too. It’d be good to work with the Inland Revenue. It has used its advertising carefully to make it sound less scary. But a clearer, more approachable name could work wonders.’

Laura Forman, Consultant – Verbal Identity Team, Interbrand

‘”Communication” does reflect the college’s current focus better, even though the abbreviation LCP has a snappier ring to it than LCC (London County Council?). So is C of E too parochial for a worldwide Anglican communion or Scotland Yard too twee for the force of the Met? Understanding what an organisation is about and what its brand represents is more important than the name itself – and if LCP wants to broaden out from its limiting “printing” heritage, then why not?’

Deborah Carter, Creative head – New Brand Development, Dragon Brands

‘Everyone in our industry knows the London College of Printing as LCP. Now it becomes LCC, thus alienating a distinguished, highly influential list of past students. It will also confuse senior citizens into thinking the old London County Council has been resurrected. It’s a classic case of throwing the baby out with the bath water. Sometimes, the most effective way to “communicate” is to leave well alone. It’s taking the “P”. In this increasingly televisual/digital age, it is heartening that Radio Times has resisted the urge to change its title.’

Mike Dempsey, Founding partner, CDT Design

‘The choice is overwhelming, from the Labour (read Media) Party to the London Underground (Underfund). Finally, I’d go for the dear old Church of England: either the “Soul Savers” (what they claim to do) or the “Carnal Sins Debating Society” (what they actually do). I wonder which would attract more new people?’

Stuart Mackay, Partner, Ergo

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