New Bird Life logo

To: "Graeme Stevens" <>
Subject: New Bird Life logo
From: "Tony Keene" <>
Date: Fri, 20 Jan 2012 03:24:05 +0100
Having seen a few rebrandings of late in the academic sector, I'm always 
somewhat skeptical about the results compared to the payment. F'instance a 
certain university rebranded recently at a cost of $7 million and basically got 
a lot of colourful squares to daub on every bit of university output and a 
badge redesign that made it look like a 3rd division football team, not to 
mention written guidelines on how we should talk to each other:

 "Tone of Voice
 Setting the scene:
 Imagine a conversation between the University's most brilliant minds, past and 
 The exchanges are inspiring and engaging, intense and energetic. What people 
say is informed and authoritative, but also crackling with intellect and, 
occasionally, a show of wit.
 People ask questions, share opinions and discuss new insights. They are not 
afraid to be controversial or provocative.
 Sentences tend to be short, sharp and well thought out, prompting a lively 
 The vocabulary is evocative and rich, but never alienating or elite.
 This is our tone of voice, which reflects and brings to life who and what we 
are, as people, and ultimately, as an institution."

 Quite how I was supposed to include that lot into "Hey Mike, can I have a 
bottle of acetone from stores?" I don't know...
 As things go, the BirdLife logo in question isn't terrible, but it would be 
interesting to see what it cost and whether that represents value for money.


Photos, paintings and drawings of Australian, NZ, Swiss and British Birds

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