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Keren David

ByKeren David, Keren David

Opinion

There’s a word missing from ‘book week’

Its stuffed with star names and fascinating events, but not the word ‘Jewish’

February 29, 2024 17:29
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Jacobson speaking at Jewish Book Week
3 min read

London’s overground trainlines have been rebranded, at some stratospheric cost, and not one of the new names has anything vaguely Jewish about them. What a wasted opportunity! The line from Watford Junction to Euston could have been the bagel line, rather than picking out just the one Lioness, and Liverpool Street to Enfield might have been named after the East End’s Jewish tailors. Come, ride the Shmatte Line. Or even the Petticoat Line. But no, the Huguenots got to Spitalfields first, and they have been woven into history on the Weaver Line which hardly has the same zing.

Rebranding exercises are there to be moaned about. I am still annoyed, eight years after the event, that Haringey Council gobbled up my council tax as part of a £86m rebrand consisting of putting its name into a hideous jagged red font to “communicate who we are today” And don’t get me started on the lunatics who removed the vowels from financial advisers Aberdeen, to create the illiterate “abrdn” which conjures up the image of a mumbling drunk, rather than an astute financial guide. If they can’t spell their own name, how can they manage my money?

So I was not all that hopeful when I heard that the 73-year-old Jewish Book Week was getting a new name. How could they possibly improve on Jewish Book Week — a concise name that sums up exactly what it is and what it does? Were we going to get jwsh bk wk, abrdn style? Or a jagged blue and white logo that hurts the eyes and shrieks 1980s youth TV?

None of the above. Instead we have “the Jewish Literary Foundation presents Book Week”, which is the wordiest event name ever, or BookWeek24 (presented by the Jewish Literary Foundation) which lacks a certain element…what could it be? Let me think.