- Most people agree CILIP isn't a very good name. I've heard no dispute on this one.
- The CILIP logo and colour scheme are over 10 years old. That's quite a long time for a brand, how much longer could it last?
- £35,000 is actually not that much money when you think about CILIP's annual income and expenditure. The project cost detailed by CILIP includes designs and implementation, as well as consultation. If the new brand lasts another 10 years and contributes to the professional body becoming more influential then it would be hard to argue this is anything other than value for money.
- Most people don't like change. The consultation process has not managed this fact very well at all.
I don't think the rebrand should be stopped. I agree that the existing brand is holding our professional body back, and I don't believe that it will be able to grow its influence without a clearer identity.
I do want to see the dialogue continuing though, and I'd like to see evidence of what the branding means to people outside of the existing membership. The existing c15000 members that CILIP represents matter greatly, but that number should be higher - people who may join under our umbrella in the future if they felt the identity of CILIP matched their own. Also, many of the the people CILIP needs to influence are not members. The brand needs to be able to reach them as well as reflect us.
We've all got pet lists of things we'd like to change about CILIP (mine include: stop paywalling the magazine!) but I believe it is a fundamentally good thing and deserves our support when acting in good faith to sustain and develop itself for our benefit.
The process may not have been handled brilliantly so far, but stopping this work in its tracks would undermine attempts to develop what CILIP does. Let's help them find a better name and brand, not trip them up.