>...friend told me that the institution she is currently
>working for is contemplating a name change for a variety of reasons.  She
>wanted to know what other people in the profession thought of such action.
...
>Jay Smith, Executive Director, Reno County Museum, Hutchinson, Kansas

SOME TIPS:

* KISS (keep it simple s____.)
* Institutional name should be SHORT and sweet.
* ONE name (when you make the change, make it completely)
* ONE logo
* Logo should be SIMPLE and clearly discernable from a distance (e.g. if
used
as a membership decal on the rear window of your car, can a motorist
following you determine what it is without rear-ending you?)
* Be CONSISTENT !


A GOOD EXAMPLE - SCIENCE WORLD, VANCOUVER, BC, CANADA:

Science World is a good example of an identity change that was done well.
Their old name was "Arts, Sciences and Technology Centre". When they moved
to a new facility they made the complete name change to "Science World" and
came up with a new logo in be the shape of their new home, a golf ball
shaped building that was so prominent at Expo 86. Their  marketing has been
extremely consistent and successful over the years and they now have a well
known and clear
image.
Web:  hhtp://www.scienceworld.bc.ca
e-mail: [log in to unmask]


I also have stories about other institutions that changed their names less
successfully. If interested contact me at e-mail address below off line.

Colin Macgregor Stevens
Curator
Burnaby Village Museum
Burnaby BC CANADA
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