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A plan to “rebrand” the venerable National Research Council and to operate it as CNRCSolutions has been quietly cancelled at the last minute.

The NRC was about to launch the new name at a kickoff ceremony Feb. 11, which also launched its centennial year celebrations.

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There were T-shirts and booklets called “This is who we are” to publicize the new brand, intended to focus on aiding business. Helping business became NRC’s main focus under the previous Conservative government, though many scientists have complained this is holding back investigation on the frontiers of science.

But last-minute emails from head office went out asking staff not to distribute these glossy “branding books,” and to drop the new name.

Rebranding cancelled. The centennial kickoff went ahead without it.

Boxes of colourful T-shirts did go out, with the new brand’s symbol of chevrons and a maple leaf — but no name. They clearly show it is someone’s 100th anniversary, but they don’t say whose.