Brand new brilliant idea. Not.
Goodness, here we go again. A few months ago my former university, known throughout the world by everyone as Trinity College Dublin, thought it needed a new name, for reasons that baffled everyone except the consultants who had invoiced the college for coming up with the new brand. It was henceforth to be known as ‘Trinity College the University of Dublin’. Except that nobody thought this was a great idea, and so the college cut its losses (€100,000, reportedly) and kept the old identity.
Bad ideas are never killed off quite as easily as that, however. So now, another institution with a globally recognised brand and a huge reputation has decided that it, too, must pay someone (£300,000 this time, it is claimed) to come up with a daft new name. King’s College London, a genuinely renowned university, is to be called just ‘King’s London’. At least Dublin’s proposed TCTOUD would still have told you what kind of place it was. King’s London could be anything. And don’t even get me started on the grammatical implications.
The proposal sparked a rather amusing sequence of suggestions on Twitter for other name changes based on this model. But more seriously, nobody anywhere in the world needs to have it explained to them by way of a name change that King’s College or Trinity College are not some obscure secondary schools. Trust me on this. And that advice comes for free.