Newspeak, New Logo

Have you heard that Corrections Corporation of America has rebranded as CoreCivic?

That's right: they've taken a clear, honest name (though Corrections itself was originally a euphemism) and turned it into one with no apparent connection to what they do. Maybe they would argue that good prisons make good civil societies, and therefore prisons are at the core of civics?

I don't want to know.

I heard about the new name a few days ago and groaned, but it was this story from Mother Jones that made me bring this up today. Check out the new CoreCivic logo:


Yes, their logo takes the American flag — a symbol of liberty, we would all agree, at least in theory — and turns it into a prison building.

If that isn't a foreshadowing of life under the Dear Leader, I don't know what is.

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Here’s an earlier MoJo story about the rebranding, which I had missed. In it, CoreCivic says they aren't changing their name to get away from bad publicity, but rather to reflect their “wider range of government solutions.”

“Government solutions.” I thought governments were responsible for those.