SF is now called SRF in simplified form
As part of a media convergence initiative, new names and logos have been created for DRS1, 2, and 3 over the past week. The new names are Radio SRF 1, Radio SRF 2 Kultur, and so on. By Theophil Butz, graphic designer, advertising agency owner, source of inspiration, and—for over a year and a half now—also a complainer for *Werbewoche* readers. Please send relevant comments to [email protected].
What is at stake here: One of the most classic examples of name changes that did no good but did harm was the attempt to change the name from Coca Cola to Coke. Coca Cola lost sales and the marketing director lost his job. Rightly so. Our airport Zurich Kloten was once called Unique for a certain period of time. This was nothing unique. In the meantime, Rail City has mutated back into Zurich's main station. What moves the management to change the name instead of improving the product? Answer: pure bullshit or marketing blather. In my column from August 2011, I already criticized the unnecessary re-design for Swiss in detail.
My theory: If you rename well-known and well-rehearsed names like DRS and SF only for internal reasons of togetherness to a new one, in my opinion a tongue twister, then you should think longer whether this is correct. Ticino television is now called RSI (i.e. Radiotelevisione svizzera), where did the "T" disappear to? The fact that the word "radio" had to be incorporated into these abbreviations, for reasons known or unknown, is accountant marketing. Our radio station (formerly Radio Beromünster) has been called DRS for 30 years. Today it has to be called SRF. And so that one does not confuse it with television, it is specially applied with the word "radio" as an addition.
I am of the opinion that no communications professionals have been called in here. Equally unprofessional is the belief that this nonsense change should cost less than 100,000 francs (SonntagsBlick). Four locations, only in German-speaking Switzerland, with facade illuminated signs costing about 20,000. To re-label a vehicle costs between 5,000 and 10,000. With four vehicles, the 100,000 have already been exceeded. No matter what it costs. The money comes from the spectators.
The crucial question is whether any consumer wanted this change and whether ratings are now up. Twice no. There are name changes, but mostly re-designs that make sense and are to the brand's advantage. For example: the modernization and shortening of the logo from Federal Express to Fedex. Also, the merger of Ciba-Geigy with Sandoz to form Novartis makes sense. Perhaps a figurative mark to go with the existing, well-known and proven logos would have been the simplest and most correct solution. I was thinking of a Swiss cross with eyes and ears. My pick of the week is that BBC, CNN, ARD, SBB and Switzerland continue to stick to their corporate identity.
