The Delta Center is no more, long live the…Energy Solutions Arena?
Those who know me know that I’m not into mainstream sports. The worst date I’ve ever been on…well, second worst, was when my soon-to-be-wife took me to a BYU basketball game. I was miserable the entire time and couldn’t wait to leave. The only part I was impressed with was when they started throwing the cheerleaders 50 feet in the air. That was something. A bunch of guys throwing an orange ball through a metal ring with a net on it? Boring. I’m sorry, I’m just not wired in such a way as to find that interesting or entertaining. But my dislike of basketball notwithstanding, I can still find something morbidly fascinating about the recently renamed Delta Center and its new moniker, the Energy Solutions Arena.
Problems with the new name:
1. It doesn’t sound good. “Energy Solutions Arena” doesn’t quite roll off the tongue. Seems to me that arena names with fewer syllables are better. But I see the quandary, if your name is Energy Solutions and you want to sponsor an arena what are you going to do, change the name of your company just to make it sound better?
2. It doesn’t look good. Energy Solutions might not be able to do much about how their name sounds, but they could sure have done more about how it looks. Times Roman? Turquoise? Teal? Argh, why not just go with Comic Sans? An hour or two under a decent designer’s nose would have solved that problem.
But hey, in a world where people think that excessive use of the letter “z” and replacing the hard “c” sound with a “k” is so kool, what can you expect?
Poor branding aside, I wonder why Energy Solutions is doing this anyway. That is, they’re obviously doing it for attention, but when your company “operates two of the nation’s three commercial radioactive waste dumps” is more attention really what you want?