The proposed slogan 'Delivering the solutions for a better quality of life' (NCE 6 September) does not work as it is neither a definitive nor a catchy or topical phrase. It is geared to the professional community not the general public or for the majority of those responsible for the million hits on the website.
The wording has been crafted to form a phrase which has all the hallmarks of a definition - not an effective slogan. The fact that it starts with a ten letter word, closely followed by a nine letter one and contains nine words in all, does it no favours.
If the slogan is intended for use on the website, as is stated in the article, then perhaps 'ICE - a source of cool solutions' for example, would show how the Institutions letters could be linked with a more modern style of wording.
The use of 'a source' refers to the Institution's standing as a fountain of knowledge for many of the professionals who deliver the solutions, while 'cool' used in this context would mean sophisticated or elegant.
There must be many better slogans than those proposed.
The use of distinctive or topical language is more recipient friendly.
Alistair Stuart, 6/4 Inchgarvie Court, Ferry Road Drive, Edinburgh, EH4 4DA