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&lt;p class=&quot;MsoNormal&quot; style=&quot;MARGIN: 0in 0in 0pt&quot;&gt;&lt;span style=&quot;FONT-SIZE: 10pt; FONT-FAMILY: Arial&quot;&gt;I&amp;#8217;ve been on vacation and seem to have missed this news until now&amp;#8230;. At a time when many top law firms are rebranding with &amp;#8220;shorter and catchier&amp;#8221; names, one top law school has decided to buck the trend by going longer (and, dare I say, duller?). Worried that Boalt Hall too often draws blank looks outside California, law school administrators at the University of California campus in Berkeley launched the &amp;#8220;Identity Project,&amp;#8221; paying a brand consulting firm $25,000 to come up with a brand new name for the law school. As a Stanford alum and native of the Bay Area, where the campus is variously known as Cal, Boalt, Berkeley and &amp;#8220;that school across the Bay,&amp;#8221; I was curious to see what kind of spin the creative experts would put on the school&amp;#8217;s traditional names. (For some unconventional suggestions, check out AbovetheLaw&amp;#8217;s reader poll.)&lt;/span&gt;&lt;/p&gt;&lt;p class=&quot;MsoNormal&quot; style=&quot;MARGIN: 0in 0in 0pt&quot;&gt;&lt;span style=&quot;FONT-SIZE: 10pt; FONT-FAMILY: Arial&quot;&gt;&amp;nbsp;&lt;/span&gt;&lt;/p&gt;&lt;p class=&quot;MsoNormal&quot; style=&quot;MARGIN: 0in 0in 0pt&quot;&gt;&lt;span style=&quot;FONT-SIZE: 10pt; FONT-FAMILY: Arial&quot;&gt;Earlier this month, the results were released. As of January 2008, the school will be officially known as &amp;#8230; drum roll please &amp;#8230; UC Berkeley School of Law. Hmm. Far be it for me to suggest that a public law school might have saved a few grand by coming up with that highly original moniker on its own. (Besides, I&amp;#8217;m hardly the first to voice the thought.) According to the &lt;i&gt;San Francisco Chronicle&lt;/i&gt;, however, &amp;#8220;Dean Christopher Edley Jr. said the money was well spent because people will now understand that that the law school is tied to UC Berkeley.&amp;#8221;&lt;/span&gt;&lt;/p&gt;&lt;p class=&quot;MsoNormal&quot; style=&quot;MARGIN: 0in 0in 0pt&quot;&gt;&lt;span style=&quot;FONT-SIZE: 10pt; FONT-FAMILY: Arial&quot;&gt;&amp;nbsp;&lt;/span&gt;&lt;/p&gt;&lt;p class=&quot;MsoNormal&quot; style=&quot;MARGIN: 0in 0in 0pt&quot; align=&quot;right&quot;&gt;&lt;span style=&quot;FONT-SIZE: 10pt; FONT-FAMILY: Arial&quot;&gt;- posted by vera&lt;/span&gt;&lt;/p&gt;

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Money well spent?

I’ve been on vacation and seem to have missed this news until now…. At a time when many top law firms are rebranding with “shorter and catchier” names, one top law school has decided to buck the trend by going longer (and, dare I say, duller?

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