The CBC has decided to further distance itself from Jian Ghomeshi by changing cases.
Ghomeshi formerly hosted the CBC Radio show 'Q'. Now, the show will relaunch on April 20 as 'q'.
Maybe it's only fitting because you'd have to be high to think this was a good idea.
The Star spoke to Queen’s University marketing professor Kenneth Wong who called the change 'ridiculous'.
“Speaking personally, I think it’s a ridiculous change... no one has shown me a way to communicate lower case on the radio,” he said.
While the CBC didn't say how much the change from upper-case to lower-case costs, here are some comparisons.
Last year when the LCBO designed a new logo, it cost $500,000.
The CBC also spent $400,000 to rebrand Radio-Canada as 'ici'. After being panned by critics and politicians, the state broadcaster backtracked.
SOUND OFF in the comments: How would you have rebranded 'Q'?