Sir, - I joined many members of the public in congratulating the Minister for Tourism, Dr Jim McDaid, on having the courage to demand an overhaul of the Bord Failte logo and the restoration of the traditional shamrock emblem. The move was obviously resisted by various "servants" of the State both inside and outside of Bord Failte. Arguments in support of the new design barely concealed the dented personal pride and professional resentment of those involved in the original aberration.
But the latest version of the logo, unveiled last week, must be regarded as a huge disappointment. Not only is the former logo somewhat retained, but its ghastly version of the shamrock is enlarged with all its flaws. On closer examination, it does not even look like a shamrock. It's more like a plant that needs either fertiliser or weed-killer quickly.
Tampering with commercial brands is a high-risk business. The Minister was right to demand the overhaul. He was wrong to be swayed by commercial considerations (i.e. £2 million) which are paltry in comparison with the value of the multi-million pound tourism industry.
Instead of restoring the shamrock as our national emblem we have ended up with a shambles. Maybe we should re-name it the "shamblem". Perhaps the Minister for Agriculture might like to run with this one? - Yours, etc.,
Station Road, Dublin 13.