Isn't that roughly how a bunch of plonkersconsultants came up with Consignia?
Well not quite but I know what you mean.
The same kind of thing is true with the likes of Arsenal football club who paid consultants a fortune and ended up with a logo with the big gun pointing 180 degrees the other way. Quite what the meaning of that change was I cannot understand? Or Sun Microsystems who paid something like $5M to have their logo flipped onto its side in the 1990s.
Following a tried and tested approach does not rule out idiotic decision making.
Didn't consignia mean something like 'lost luggage' in Italian? Just great for a British institution that delivers mail!