How Much Does It Cost To Rename A Museum Called M Shed To M Shed?

£100,000 apparently, that is what Bristol City Council has spent on consultants it hired to rename the historic harbour side building, Bristol City Council (who I guess has more money than sense) wanted to give the new-look museum a 'distinct identity' ahead of its opening in 2011, and hired advertising agency True North to help, but despite months of meetings, brainstorms and site visits, the Manchester-based firm failed to find an alternative to M Shed, today the council defended the bumper payout and claimed the name 'demonstrates the direct relationship' with the museum's past, I wonder if some of those on the council demonstrates a direct relationship with reality!