Tessa Jowell has announced that the new name for the merged New Opportunities Fund and the Community Fund is to be ‘The Big Lottery Fund’.
Perhaps I’m over-reacting but that strikes me as dreadful ‘dumbing down’ and a disservice to the professional grant-making skills of the people who work for the Fund. Perhaps in the interests of consistency and public transparency some of the other lottery distributors should have a name change – how about ‘The Medium-Sized Lottery Fund’ and ‘The Littlest Lottery Fund’? Let’s go one stage further – ‘lottery’ has too many syllables, so let’s change it to ‘lotto’. There we are: ‘The Big Lotto Fund’.
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Just to really cheer you all up:
“Branding consultancy firm the Team was paid £17,000 to come up with the name, after carrying out research, holding staff workshops, developing “brand values” and testing a selection of possible names with the public. It will receive another £15,000 to produce a logo for the fund.”
for full article.
I’m in the wrong job….
Sometimes, the problem with re-branding is it’s only the logo that changes. In a nutshell, you then get:
“New Logo – Same Slowgo“
Originally I wrote:
Let’s go one stage further – ‘lottery’ has too many syllables, so let’s change it to ‘lotto’. There we are: ‘The Big Lotto Fund’.
Well, the Big Lottery Fund has improved on my suggestion for an even shorter, simpler name. It now refers to itself in press releases at least as “Big Fund” e.g. “Big Fund reaches out to communities England-wide with Lottery £100 million”.
Now, how to shorten/simplify/update/make more relevant that old-fashioned word “fund”… Maybe just a pound sterling sign – “Big £”?
BLF staff seem to have gone even further. I understand at the [Funding the Future?] conference, there were several self-references to themselves as simply ‘Big’.
Whatever happened to “small is beautiful”?
The most wonderfully cartoonish name. It probably took a working group / committee to come up with that little gem as well.
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