Logos (singular) is a Greek word meaning, roughly speaking, the word of God.

Logos (plural) is a word meaning opportunities for pointless productivity.

Last month, Brian Cowen announced a fairly minor reshuffle of his cabinet ministers. Perhaps aware of how underwhelming the changes were, the Taoiseach also juggled a few words.

Enterprise, Trade and Employment became Enterprise, Trade and Innovation.
Community, Rural and Gaeltacht Affairs became Community, Equality and Gaeltacht Affairs.
Social and Family Affairs became Social Protection.
Education and Science became Education and Skills
Arts, Sport and Tourism became Tourism, Culture and Sport.

That’s five new department names. And that, in turn, means five new logos. Something vaguely harp shaped, most likely, with a visual pun on the department’s functions.

And there there are the new brass plates outside every government office. And new headed notepaper has to be designed. And if anyone thinks of it, a few new websites to register.

Logos can be costly things. There will be tenders, reports from consultants on what message the new design should convey to ‘customers’, focus groups, late night brainstorming sessions.

All accounted for and invoiced, counting as productivity in GDP statistics.

Should be interesting to see who wins the contracts.

By Gerard Cunningham

Gerard Cunningham occupies his time working as a journalist, writer, sub-editor, blogger and podcaster, yet still finds himself underemployed.

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