Bureau of Meteorology rebranding exercise closed by minister

Australia’s Commonwealth Minister for the Environment and Water has halted work on rebranding the Bureau of Meteorology (BoM) and instructed the department to focus on weather, not what people call weather.

Environment Minister Tanya Plibersek said: Guardian On Wednesday, Australians should be free to call them whatever they want, and she “completely doesn’t understand” why the station has begun rebranding to update its name and logo.

“The Bureau of Meteorology, BoM – the Australians will decide for themselves what they call it,” Plibersek said.

The minister indicated on Tuesday that she thought the BoM should have focused on severe weather events.

“What’s important is accurate and timely weather information for the community, especially when it’s bad weather like it is right now. That’s my focus. People are hurting,” she said.

Plibersek also announced the total cost of the rebranding, which The Guardian reported to have cost more than $220,000 (US$140,000), and described updates to BoM’s visual style and logo, surveys, pull-up banners, and media engagement. did.

Bureau announced In a rebranding exercise in a media release Tuesday, media outlets called on media outlets to stop referring to it by its longtime family nicknames “BoM” or “Bureau of Weather.” Instead, in line with the Meteorological Act 1955, the second reference required it to be called “Bureau”.

“With the number of severe weather events continuing to rise, it is more important than ever that the insights, wisdom, data and information of the Bureau of Meteorology are shared, understood and acted upon,” said a statement Tuesday. I’m here.

“To support this need, the Bureau of Meteorology has requested that news outlets update their editorial style to ensure that references to the organization are not BOM or the Bureau of Meteorology, but its full name, The Bureau of Meteorology, or Bureau for short. I ask that you be

Australians downplay demands

But the rebranding exercise sparked a pandemonium of bewildered and naughty reactions from Australians who took to social media to react to the rebranding.

Australian football club Carlton FC downplayed the change. Position On Twitter, he mentions one of the stars of the team, Tom De Koning.

“I don’t want Tom de Conning to be called ‘TDK’ anymore… please call him ‘Conning’ or ‘The Tom’. Best regards,” the club said on Twitter.

Australian satirical comedy group The Chaser also took to Twitter to ask the media to use the organization’s official name, “Bureau of Chasereology.”

AAP contributed to this report.

Victoria Kelly-Clark


Victoria Kelly-Clark is an Australia-based reporter focusing on the national politics and geopolitical environment in the Asia-Pacific region, the Middle East and Central Asia.