Is it just me or is it pronounced "love"? That's certainly what the logo resembles.

Yep, that's the whole point - it's meant to be subliminal - even though it's as transparent a piece of logo hyping as I have ever seen. Can't wait for Fujitsu to merge with Calvin Klein for a range of internet-enabled underpants!

Is no-one going to learn from Consignia?

Cool.

A fine example of blue-sky, out-of-the-box thinking where middle managers have imagineered a paradigm which highlights the synergies and enhances the scope of the forward-trained, goal-orientated view of the customer mindscape.

"Ya Gerald, let's drop it in our thinktank and see what floats.."

It reminds me of the old Commodore chicken-head logo.

Just what are you supposed to say to the cabbie to get you there?

I want to go to.....

Luvee, Lavee, Elvee ?

Maybe it's a geeky "emoticon" that you have to look at upside-down and back to front.

I give it no more than 12 months

I notice that they have registered 'lvequals.com' ... I can't imagine anyone will call it that. I guess that the £2mill to stick an '=' on the end of the name is less than the guy wanted to sell up 'lv.com'

It looks as if it has stepped out of the late 1980s, from the dawn of desktop publishing. The old NME logo, the Bitmap Brothers, Toxic magazine etc.

I expect the group will rebrand itself as Liverpool Victoria '87: The Crucial Connection.

The organisation will adopt Neneh Cherry as its spokeswoman. Perhaps there is a role for Gaz Top. Or Wendy James. Hopefully Wendy James.

Why can't The Register run more stories about Wendy James? Make it so.

Although the lawyers will squish that.

So you can do an 'Elvis has left the building society' headline.

>Is no-one going to learn from Consignia?

Who?

<satire>

With the Liverpool being a friendly society i wonder what their members think to the rebrand and the sum spent on it?

Here in Australia, LV= would be pronounced 'c*nts'

Looks more like Luncheon Vouchers, there was (maybe still is?) a system where employers gave away a voucher for staff to buy their lunch. There was an LV logo on all the cafes and sandwich shops where you could use the vouchers.

Am I the only person to recall this?

Here in the colonies, at least, "LV" or "el-vee" is popular shorthand for Louis Vuitton. I've seen that used in China as well, though I'm not sure it was always in connection with the genuine article.