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'The Big Lottery Fund'? Ugh

Posted on 15 April 2004 at 11:49 am
Viewing 6 posts - 1 through 6 (of 6 total)
  • 15 April 2004 at 11:49 am #1303

    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’.

    What do you think? Try our poll.

    Anonymous
    19 April 2004 at 3:22 pm #5555

    Ugh indeed.

    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.”

    Guardian 6 April
    http://society.guardian.co.uk/lottery/story/0,8150,1186928,00.html

    for full article.

    I’m in the wrong job….

    Anonymous
    19 April 2004 at 3:55 pm #5556

    Sometimes, the problem with re-branding is it’s only the logo that changes. In a nutshell, you then get:

    New Logo Same Slowgo

    Anonymous
    23 November 2005 at 11:20 am #5557

    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 £”?

    Anonymous
    24 November 2005 at 9:17 am #5558

    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”?

    Anonymous
    7 July 2006 at 3:12 pm #5559

    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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