Feeds

Liverpool Victoria blows £2m to become LV=

'A contemporary expression of our mutuality'

Gartner critical capabilities for enterprise endpoint backup

LogoWatch The Strategy Boutiques have evidently been busy down at Liverpool Victoria, the UK's biggest friendly society, which has spunked £2m in triumphantly transforming itself into LV=.

That new Liverpool Victoria logo: LV=The redefined brand frontage "draws on our heritage and our new look aims to present us in a more modern and vibrant way", according to the admirably restrained blurb.

In case you're pondering the full significance of this paradigm-shifting graphic, well, "the letters L and V have evolved from our heritage as Liverpool Victoria" while "the equals sign is a contemporary expression of our mutuality".

According to the Daily Telegraph (which signals its disapproval with the headline "160 years of tradition elbowed aside for LV="), LV='s big cheese Mike Rogers explained: "Although the existing identity had a great heritage, we only had 2pc spontaneous brand awareness. The new brand identity is a natural evolution of the Liverpool Victoria name."

The bottom line is that the new name is intended to be "shorter and more memorable". It's certainly shorter, but we have a question: just how on God's Green Earth are you supposed to pronounce this £2m example of rebranding madness? Answers on a postcard to El-Vee-Equals, or El-Vee-Is or whatever. ®

Bootnote

A complimentary nose ajax-fuelled flipchart presentation to Matthew Duggan for the tip-off.

5 things you didn’t know about cloud backup

More from The Register

next story
MEN WANTED to satisfy town full of yearning BRAZILIAN HOTNESS
'Prettier, better organised, more harmonious than if men were in charge'
Cops baffled by riddle of CHICKEN who crossed ROAD
'Officers were unable to determine Chicken's intent'
Yes, but what are your plans if a DRAGON attacks?
Local UK gov outs most ridiculous FoI requests...
Drunkards warned: If you can't walk in a straight line, don't shop online, you fool!
Put it away boys. Cover them up ladies. Your credit cards, we mean
Why your mum was WRONG about whiffy tattooed people
They're a future source of RENEWABLE ENERGY
Murder accused DIDN'T ask Siri 'how to hide my roommate'
US court hears of cached browser image - not actual request
Chomp that sausage: Brits just LOVE scoffing a Full Monty
Sales of traditional brekkie foods soar as hungry folk get their mitts greasy
prev story

Whitepapers

Top 10 endpoint backup mistakes
Avoid the ten endpoint backup mistakes to ensure that your critical corporate data is protected and end user productivity is improved.
Implementing global e-invoicing with guaranteed legal certainty
Explaining the role local tax compliance plays in successful supply chain management and e-business and how leading global brands are addressing this.
Backing up distributed data
Eliminating the redundant use of bandwidth and storage capacity and application consolidation in the modern data center.
The essential guide to IT transformation
ServiceNow discusses three IT transformations that can help CIOs automate IT services to transform IT and the enterprise
Next gen security for virtualised datacentres
Legacy security solutions are inefficient due to the architectural differences between physical and virtual environments.