Alumni Magazine
University of Utah
Salt Lake City, UT
Dear Sirs:
Just received the latest alumni magazine and note that its name is now Continuum . Either the name has just been changed, or I haven't noted the change in the last few issues. The idea of continued contact with our alma mater is acceptable. But I see little to suggest the publication's connection with the U.
By coincidence I also just received my Harvard alumni journal, which is simply called Harvard Magazine . No question about to whom this publication is directed..
Small matter, but the thought occurred to me that with a slightl change in typography, the University of Utah journal could be made cleverly reminiscent of its function as a U of U publication. Contemporary businesses often strategically mix upper and lower cases to suggest the nature of theirenterprise, for example.NeXT and . Why not have your printers simply modify your publications title, wherever it appears, to continUUm. I don't think that's being too clever: It simply takes advantage of the two "U"s in your current title to highlight the U of U connection.
Sincerely,
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